Tf 


UNIVERSITY  OF  CALIFORNIA 
AT    LOS  ANGELES 


COMPLIMENT'S      OF 

TH  El    EDITOR 


REPORT   OF 

NEW  BUSINESS  METHODS 

TO  THE 

AMERICAN  GAS  INSTITUTE 


AT  THE  FIRST  MEETING 

HELD  AT   CHICAGO,   ILL 
OCTOBER    17th,    18th,    19th. 

1906 


CANTWELL    PRINTING    COMPANY 
PRINTERS    AND    BINDERS 
MADISON,  WIS. 


7  SI. 3 


(EotttetttH 

en 


r 


PART  ONE 
PART  Two 
PART  THREE 
PART  FOUR 
PART  FIVE 
PART  Six 
PART  SEVEN 
PART  EIGHT 


" .         .         .         .         .          Editorials 

....      Methods 

Newspaper  Advertising 

Mail  and  Miscellaneous  Advertising 

.    , , .         .         .        Coke 

Demonstrations 

Salesrooms 

.     Examples  of  Good  Advertising 


S28245 


K  tt  t  r  0  b  «  r  1 0  r 


O  M^  American  Gas  Institute: 

GENTLEMEN: — This  report  of  New  Business  Methods 
is  the  product  of  several  hundred  gentlemen  who  are 
actively  engaged  or  interested  in  the  promotion  of 
Gas  Sales. 

While   there  is  a  diversity  of  opinions  it   must  be 

remembered    that  the    field    is   universal  and  the    conditions    varied. 

The    contributors    have    presented    their    ideas  with  the  intention 

of  assisting  others  by   methods  wherein  they  have   themselves  been 

benefitted. 

The  reproduction  of  advertising  popularly  used,  suggests  many 
new  arguments,  and  the  collection  throughout  points  to  great  progress 
in  methods  of  service. 

This  plan  of  collecting  ideas  from  many  sources  and  publishing 
them  in  book  form  is  immensely  appreciated  by  Gas  Companies. 

They  who  read  this  report  may  derive  the  benefit  of  the  ingenuity 
and  experience  of  the  most  progressive  men  in  a  progressive  industry. 

Respectfully  submitted, 

GEORGE  WILLIAMS,  Editor. 
New  Business  Methods  Department,  American  Gas  Institute. 


Veteran  Operator  and  Financier.  His  liberal  com- 
mercial policy  has  resulted  in  a  remarkable  growth  of 
the  many  companies  in  which  he  is  the  controlling  spirit. 


Part  QDtt? 


Ottortal 


Part 


THE  personal  opinions  of  prominent  men  whose  experience  and  suc- 
cesses are  well  known  to  all,  is  pleasant  and  profitable  to  read,  ex- 
tending as  the  topics  do  over  a  field  of  very  important  subjects. 
That  the  editor  is  a  literateur  in  no  greater  sense  than  one  who  sells 
coal  a  cook,  is  too  often  shown  in  the  daily  press,  where  frequently  the 
individual  who  enjoys  this  title  elaborates  upon  subjects  he  knows  not  of. 
In  this  section  will  be  found,  however,  literary  ability,  honest  opinion 
and  wisdom  combined— written  for  no  other  motive  than  that  admirable 
.one  of  benefiting  others. 


NEW  BUSINESS  METHODS.  19 


NEW  BUSINESS  DISCRIMINATION. 

By  MR.  H.  C.  ABELL. 

To  go  into  the  matter  thoroughly  would  undoubtedly  take  more  space 
than  can  be  spared  to  any  one  individual,  so  I  will  merely  touch  on  one 
important  branch. 

A  great  deal  can  be  said  on  the  duties  of  the  representative,  his  rela- 
tions to  the  company,  the  public  and  all  co-employees  of  the  company, 
his  necessary  knowledge  of  the  business,  in  order  to  obtain  the  best  re- 
sults in  both  increasing  the  earnings,   assisting  in  checking,  settling  v.r 
stopping  any  unfavorable  controversy  or  criticism,  etc., 
besides  various  other  divisions  of  the  above,  one  of  which 
I  will  touch  on,  that  is,  differentiating  between  profitable 
and  unprofitable  business. 

The  first  thing  necessary,  is  to  have  as  fair  and  equita- 
ble rates  as  possible,  the  management  pre-determining 
the  various  selling  prices,  after  analyzing  out  the  output 
and  fixed  cost.  It  is  then  necessary  for  the  representa- 
tive to  familiarize  himself  with  these  prices,  to  have  a 
fair  knowledge,  why  there  should  be  a  difference;  in  other 
words,  for  the  representative  to  be  able  to  differentiate  between  rates  to 
various  customers,  and  to  separate  out  profitable  and  unprofitable  busi- 
ness of  the  company,  it  is  necessary  to  know  something  of  the  fundamental 
principles  which  cause  these  differences  of  equitable  rates  to  the  various 
consumers,  why  some  consumers  cost  the  company  so  much  more  per  unit 
sold  than  others.  It  is  also  necessary  for  the  representative  to  know  and 
believe  that  the  rates  are  right.  No  partiality  should  be  shown  the  va- 
rious consumers  except  in  so  far  as  they  cost  the  company  less  money  for 
current  or  gas  sold  to  them,  per  unit.  -Consumers  using  equal  amounts  of 
gas  or  electricity  during  the  same  hours  of  the  day,  and  practically  con- 
suming the  same  amount  per  year  per  100  cubic  feet  of  gas  demanded, 
for  any  hour  or  per  kilowatt  demanded,  should  receive  the  same  rate. 

The  representative  should  know  what  is  meant  by  output  cost  and  fixed 
cost,  what  an  increased  lead  factor  to  the  total  maximum  demand  means, 
both  to  the  company  and  consumer,  and  why  the  company  wants  the 
maximum  sales  for  appliances  connected,  either  in  incandescent  lamp  or 
gas  range,  and  that  by  doubling  the  consumption  upon  any  appliance 
already  installed  is  much  more  preferable  and  profitable  than  to  make  a 
showing  in  appliances  sold.  The  representative  should  also  bear  in  mind 
net  earnings  per  dollar  invested. 

I  could  give  various  examples  illustrating  the  above,  but  as  I  know  that 
you  have  allotted  only  a  small  space  to  various  contributors,  I  will  con- 
clude. 


20 


AMERICAN  GAS  INSTITUTE. 


EFFECT  OF  GOOD  SERVICE  UPON  GAS  SALES. 

By  MR.  W.  A.  BAEHR. 

In  response  to  a  request  from  the  editor  of  New  Business  Methods,  Mr. 
George  Williams,  I  will  submit  a  few  suggestions  on  the  value  of  good 
service  as  an  important  factor  in  the  promotion  of  gas  sales. 

I  do  not  desire  to  cover  any  portion  of  what  might  be  usually  under- 
. stood  as  "good  service,"  except  that  pertaining  to  two  divisions  of  the 
same— namely,  a  uniform  quality  of  gas,  and  a  uniform  pressure. 

V 

Uniform,  Quality  of   Gas. 


Probably  the  average  gas  man  does  not  realize  the  extent  to  which  the 
quality  of  gas  he  furnishes  fluctuates  from  hour  to  hour  or  even  from 

minute  to  minute.  Even  though  the 
gas  manufactured  be  straight  coal 
gas  or  straight  water  gas,  there  is 
more  or  less  fluctuation  taking  place 
constantly.  This  fluctuation  is  prob- 
ably more  pronounced  where  a  mix- 
ture of  coal  gas  and  water  gas  or 
-where  water  gas  alone  is  manufact- 
ured. 

Not  only  does  the  gas  vary  in  can- 
dlepower  and  chemical  composition, 
but  mere  important  than  this  is  the 
range  in  calorific  value  through  which 
the  gas  passes. 

It  is  probably  evident  to  all  of  us  that  the  degree  of  satisfaction  a  con- 
sumer experiences  with  an  appliance  is  in  a  large  measure  due  to  the  uni- 
form quality  of  gas  being  furnished  at  the  burners.  Not  only  should  the  gas 
be  uniformly  low  in  impurities  and  in  total  sulphur,  but  its  heating  value 
should  be  kept  as  nearly  constant  during  24  hours  as  practicable. 


Pressure. 


It  is  probably  true  with  the  average  solicitor  that  if  he  were  asked  what. 
OIK-  item  contributes  more  to  the  satisfactory  performance  of  an  appli- 
ance than  any  other,  he  would  reply  a  constant  pressure  at  the  burner  24 
hours  a  day. 

Such  a  pressure  at  the  burner  means,  providing  the  quality  of  the  gas 
is  fairly  uniform,  practically  the  same  flame  size  and  practically  the  same 


NEW  BUSINESS  METHODS.  21 

adjustment.  It  is  difficult  to  conceive  the  satisfactory  performance  of 
any  appliance  if  the  pressure  varies  within  wide  limits  during  the 
time  such  an  appliance  is  used,  which  may  be  at  any  time  during  the  24 
hours  as  a  rule.  The  ideal  condition  would  probably  be  to  have  an  au- 
tomatic pressure  regulator  placed  just  before  each  burner  with  plenty  of 
pressure  back  of  it,  so  that  no  matter  whether  one  burner  is  burning  or 
two,  as  for  instance,  on  a  range,  the  flame  effect  would  be  the  same. 

In  the  ordinary  gas  distribution  system  the  pressure  in  the  mains,  to 
start  with,  undergoes  a  wide  variation.  Secondly,  there  is  more  or  less 
loss  of  pressure  through  the  service,  meter,  and  house  piping,  and  this 
loss  is  a  variable  one,  as  the  consumption  increases  or  decreases. 

If  all  appliances  could  be  adjusted  so  that  the  pressure  would  be  abso- 
lutely uniform  in  any  burner,  and  could  be  so  maintained,  the  satisfactory 
use  of  such  appliances  would  be  so  great  that  it  would  be  a  considerable 
aid  in  the  promotion  of  gas  sales. 

I  will  just  add  a  word  on  the  adjusting  of  appliances.  Given  a  reason- 
able uniform  quality  of  gas  and  a  fairly  uniform  pressure  in  the  main, 
it  is  then  necessary  to  test  each  burner  on  each  appliance  by  itself,  and 
probably  it  is  good  practice  to  adjust  these  burners  when  all  are  in  ac- 
tion. At  best,  under  the  ordinary  conditions  pertaining  to  the  business 
today,  the  adjuster  can  only  hope  to  strike  a  fair  average  condition.  If 
adjusting  is  done  by  the  very  best  class  of  help  that  is  available  and  is 
conscientiously  attended  to,  there  will  be  a  great  deal  less  complaint  on 
the  part  of  the  consumer. 

I  hope  these  few  words  will  help  to  emphasize  the  importance  of  a  uni- 
form quality  of  gas  and  a  uniform  pressure  at  the  burner  of  each  appli- 
ance, together  with  proper  adjustment,  as  a  valuable  aid  in  the  promotion 
of  gas  sales. 


POLICY  IN   NEWSPAPER  ADVERTISING. 

By  MR.  BEN  ALTEN  BLOCK. 

The  newspaper  does  ,the  thinking  for  a  very  large  portion  of  its 
readers.  It  collects  the  facts,  interprets  them  and  the  mentally  in- 
dolent, knowing  that  they  have  nothing  to  gain  or  lose  either  way, 
accept  the  opinions  expressed  by  the  editor.  Thus,  if  the  newspaper  feels 
kindly  disposed  toward  a  public  utility  corporation,  either  through  per- 
sonal friendships  or  business  policies,  it  forbears  saying  things  which 
make  trouble  and  even  draws  the  fire  from  public  agitators. 


22  AMERICAN  GAS  INSTITUTE. 

All  this  is  now  self  evident,  but  there  was  a  time  when  the  gas  compa- 
nies neither  contributed  to  nor  made  friendly  overtures  to  the  newspa- 
pers and  that  period  is  marked  by  a  bitterness  and  hostility  which  made 
of  gas  companies  a  butt  for  ill-natured  attacks  and  the  recipient  of  un- 
reasoning prejudice.  It  was  not  that 
the  newspapers  wanted  money  from 
the  gas  company,  necessarily,  but  they 
resented  the  arbitrary  attitude  of  gas 
companies  toward  all  alike,  and  con- 
cluded that  "them  as  isn't  fer  us  is 
agin  us"  so  that  they  were  the  first 
to  take  up  the  cudgels. 

A  little  later  gas  advertising  came 
in  and  the  newspaper  advertisement 
was  tried  for  the  purpose  of  introduc- 
ing gas-using  appliances  to  the  pub- 
lic. The  public  responded,  while  the 
newspaper  changed  its  attitude  and 
the  gas  companies  saw  the  point. 

From  that  time  on,  placating  the  public  has  begun  with  placating  the 
newspapers,  until  today  there  are  cities,  in  which  this  policy  has  been 
systematically  pursued,  where  the  gas  company  actually  has  real  good 
friends. 

Let  us  now  look  up  some  of  the  other  public  utilities,  the  street  railway 
for  example.  They  also  have  a  practical  monopoly  and  treat  their  pat- 
rons with  as  much  lack  of  consideration  as  the  eld-time  gas  companies 
did.  The  result  is  that  no  one  has  a  kind  word  to  say  for  the  Urban 
Trolley  Company.  Led  by  the  newspapers,  which  lose  no  opportunity  to 
picture  in  carefully  chcsen  language  the  horrors  of  trolley  accidents,  the 
poor  men  electrocuted,  the  brawls  on  the  cars,  the  legislative  lobbying, 
etc.,  the  people  glory  in  getting  ahead  of  the  company  in  every  conceiv- 
able way. 

Understand,  it  is  not  what  the  company  does  s-o  much  as  it  is  what  the 
newspapers  says  it  does. 

Just  as  soon  as  trolley  car  companies  begin  to  advertise  and  laud  the 
beauties  of  the  scenery  alcng  its  line,  its  health-giving  qualities,  etc.,  in  the 
local  newspapers,  all  this  will  change.  People  will  still  jam  into  unsani- 
tary cars  but  they  will  look  happy  and  rail  at  some  other  public  service, 
such  as  the  telephone,  until  they  come  to  advertising.  It  is  a  condition 
there  is  no  escaping  from.  It  is  with  us  every  day  working  for  or  against 
us  «s  we  decide.  It  is  not  meant  that  newspapers  should  be  bought  off, 
for  that  is  a  two-edged  sword  that  brings  no  good,  but  a  little  reciprocity, 
a  little  cordiality  and  courtesy  will  stave  cff  a  lot  rf  trouble.  So  long  as 
there  is  an  abundance  of  prosperity  such  as  we  are  now  enjoying  and 
being  enjoyed  by  the  public  service  utilities,  so  long  at  least  should  the 
newspaper  receive  its  share  of  the  good  things  going  around.  There  is 


NEW  BUSINESS  METHODS.  23 

no  room  in  this  country  for  the  policy  which  has  made  the  grand  dukes  of 
Russia  notorious,  and  public  service  officials  cannot  therefore  afford  to  be 
too  arbitrary. 

The  cue  is  to  make  friends  of  the  newspapers  and  use  the  space  you 
pay  for  to  talk  to  patrons  and  those  who  may  some  day  be  patrons.  Do 
not  fill  your  space  with  platitudes,  but  talk  reason,  tell  something  that 
will  interest  the  reader  and  make  him  write  you  or  call  at  the  gas  office. 
The  style  should  be  good-humored  but  not  frivolous  and  the  notice  should 
have  something  new  to  tell  each  time  so  that  the  reader  will  get  into  the 
habit  of  looking  for  these  little  messages  every  day  and  to  wonder  what 
will  come  next.  I  believe  in  illustrations  and  striking  display,  but  always 
giving  a  clearly  defined  idea  that  the  reader  cannot  escape  from.  News- 
paper space  is  often  poorly  utilized  and  where  the  manager  cannot  give 
sufficient  time  to  preparing  copy  himself  he  should  confine  his  time  to 
local  items  and  buy  the  general  advertising  matter  already  prepared;  he 
will  save  money  by  so  doing.  Ad-writing  and  ad-illustrating  is  a  spe- 
cialty and  a  gas  manager  has  work  laid  out  for  him  that  pays  better  than 
puzzling  over  what  a  specialist  knows  how  to  do. 

From  my  observation  and  experience  I  do  not  hesitate  to  say  that 
newspaper  advertising  is  positively  a  necessity.  It  is  not  a  subject  for 
debate  even.  But,  the  advertiser  must  put  seme  thought  into  his  work, 
see  clearly  just  what  he  is  doing  it  for,  what  the  next  move  will  be,  etc., 
in  order  that  the  space  and  effort  will  not  be  lost  through  delay  in  fol- 
lowing it  up.  On  one  side  he  must  see  that  the  newspaper  works  for  and 
not  against  him :  on  the  other,  that  his  solicitors  are  getting  the  business. 

Does  newspaper  advertising  pay?     Try  it  once  and  see! 


GETTING  BUSINESS  AND  HOLDING  IT. 

By  MR.  S.  C.  BBATTON. 

Some  years  ago  (not  very  many)  gas  men  thought  to  operate  a  gas 
plant  successfully  all  they  had  to  do  wras  to  know  how  to  make  gas.  They 
seemed  to  think  that  if  they  put  the  mains  in  the  ground,  made  the  gas, 
and  put  it  in  the  holder,  that  the  people  would  come  flocking  to  the 
office  to  make  application  for  gas,  and  all  they  had  to  do  was  to  sit  back 
and  take  in  the  money.  We  will  admit  that  a  few  would  come,  but  to 
get  the  volume  of  business  that  makes  a  gas  plant  a  success,  by  increasing 
your  consumption  per  mile  of  main,  you  must  go  out  after  it.  If  you 
hove  the  advertising  matter  mail  it  out.  Do  that  as  often  as  once  a  month. 
But  don't  depend  on  that  alone  to  bring  in  the  business— for  if  you  do, 
"you  are  going  to  get  left." 


24  AMERICAN  GAS  INSTITUTE. 

I  find  that  the  best  results  come  from  personal  contact.  Get  good 
solicitors ;  and  I  want  to  state  here — they  are  hard  to  find.  Solicitors  are 
bcrn,  not  made.  What  is  almost  essential  to  the  success  of  a  gas  plant 
is  the  confidence  of  the  people,  and  the  quickest  way  to  obtain  that  is  by 
personal  contact  and  prompt  attention ;  and  this  is  where  the  solicitor  and 
the  complaint  department  comes  in. 

A  good  solicitor  must  know  how  to  meet  people  and  make  friends,  and 
keep  them  your  friends  by  using  them  right.  Never  misrepresent  any- 
thing. Don't  tell  a  prospective  customer  that  her  bill  will  be  50  cents 
when  you  know  it  will  be  $2.00  or  $3.00  per  month,  in  order  to  make  a 
sale,  for  consumers  gotten  that  way  won't  last.  In  other  words,  you  lose 
the  consumer,  also  their  confidence;  and  there  never  was  a  person  but 
what  has  some,  influence  over  some  one;  so  value  their  friendship. 

A  solicitor  should  be  able  to  expatiate  on  the  convenience  of  gas;  also 
the  cost  of  using  compared  with  other  fuel,  not  forgetting  that  con- 
venience is  worth  something  when  you  figure  cost.  If  the  prospective 
customer  has  a  hard  luck  story  she  wants  to  tell  you  in  order  for  you  to 
understand  why  she  can't  use  gas— listen  to  her,  and  if  she  wants  sym- 
pathy, give  her  all  you  have,  and  you  will  soon  have  the  order  in  your 
pocket;  for,  if  you  can  make  them  see  as  you  do,  they  can  always  get 
enough  money  for  the  first  payment. 

Sell  your  gas  ranges  at  cost  connected.  It  is  the  gas  you  want  to  imike 
the  money  on.  So  many  managers  think  that  as  soon  as  they  get  gas  in- 
stalled for  cooking  that  they  have  finished  with  that  party,  with  the  ex- 
ception of  collecting  the  bills.  That  is  where  they  make  a  mistake.  Also. 
if  said  party  does  not  know  how  to  operate  a  gas  range  economically  (and 
uses  old  coal  range  methods),  and  their  first  month's  gas  bill  is  double 
what  they  expected  it  to  be,  you  Icse  a  consumer  or  else  she  keeps  the 
range  for  emergencies. 

The  consumer  would  like  to  use  the  range  three  times  a  day  for  all  pur- 
poses, and  that  is  what  the  gas  company  wants  her  to  do.  In  order  to 
do  that,  you  must  teach  her  how  to  operate  the  range  in  the  most  economi- 
cal way.  In  other  words,  teach  her  how  to  get  results — on  the  least 
amount  of  gas.  I  find  that  if  the  gas  company  would  have  some  lady  or 
ladies  to  follow  up  all  new  sales  and  explain  the  economical  uses  of  gas 
for  cooking,  and  get  them  started  out  right,  they  would  have  very  few 
complaints  on  large  bills. 

Attend  to  complaints  promptly,  for  when  they  want  to  burn  gas  and 
the  pipe  is  full  of  water  and  they  have  a  house  full  of  company  for  sup- 
per; that  gives  them  the  best  argument  in  the  world  for  not  using  gas 
exclusively,  and  one  that  is  hard  to  overcome.  If  you  have  a  gruff  com- 
plaint clerk,  put  him  in  some  other  department  and  get  one  that  knows 
how  to  smile  and  does  not  lose  his  temper  and  has  the  knack  of  making 
things  smooth,  one  that  can  send  a  "kicker"  away  with  a  good  opinion 
of  the  company— instead  of  your  enemy.  These  kind  of  men  are  scarce 
and  come  high,  but  he  is  the  man  you  need. 


NEW  BUSINESS  METHODS.  25 

What  a  gas  company  wants  is  to  satisfy.  A  satisfied  consumer  is  the 
best  advertisement  a  gas  company  can  have.  If  you  have  any  "chronic" 
kickers— either  satisfy  them  or  get  rid  of  them.  One  dissatisfied  con- 
sumer can  do  more  harm  than  six  solicitors  can  do  goad  in  the  same 
length  of  time.  Get  the  people's  confidence  by  being  attentive  to  their 
wants,  make  them  feel  that  instead  of  your  wanting  to  "rob"  them,  as 
the  majority  think,  that  you  wrant  them  satisfied.  Even  if  they  don't  use 
one-half  the  gas  they  previously  did,  give  them  a  good  article  of  gas.  Let 
every  customer  be  an  advertisement  for  you,  and  your  business  is  bound 
to  increase  and  you  will  have  no  trouble  in  holding  it. 


THE  GENERAL    MANAGER. 

By  MR.  G.  W.  CLABAUGH. 

So  much  has  been  said  and  written  upon  this  subject  that  I  feel  some 
trepidation  in  entering  the  field  of  discussion,  but  it  is  a  subject  of  such 
importance  and  unlimited  in  its  scope  that  if  I  make  but  one  suggestion 
that  will  set  others  to  thinking,  I  will  feel  repaid  for  my  efforts. 

The  general  manager's  position  is  one  that  is  so  often  a  misnomer,  he 
being  no  more  than  the  automaton  mouthpiece  for  others  in  authority 
and  consequently  criticised  for  his 
management  of  a  business  over  which 
he  has  had  no  control.  Every  organ- 
ization to  have  weight  and  strength  in 
the  community  in  which  it  does  busi- 
ness should  be  represented  by  a  man 
in  whom  the  stockholders  and  direct- 
ors of  his  company  have  implicit  con- 
fidence and  to  whom  they  are  willing 
to  entrust  the  management  of  their 
business  (of  course  subject  to  their 
policies).  A  man  so  fortified  soon 
gains  the  respect  and  regard  of  his 
customers,  giving  him  a  solid  founda- 
tion to  upbuild  his  future  business. 

The  general  manager  should  understand  the  full  details  of  his  business, 
not  that  he  will  have  to  attend  to  such  work,  but  in  order  that  he  will  be 
enabled  to  handle  intelligently  such  matters  when  brought  to  his  atten- 
tion. He  should  be  a  man  to  whom  the  poorest  and  lowliest  of  his  cus- 
tomers could  approach  and  have  a  hearing.  His  office  door  should  be 
open  to  all  and  he  should  be  willing  to  listen  to  any  suggestions  that  may 


26  AMERICAN  GAS  INSTITUTE. 

come  from  his  force  of  employees,  for  many  times  the  office  boy  conceives 
an  idea  that,  if  carried  out,  would  be  to  the  saving  and  advancement  of 
the  business.  I  have  no  use  for  the  man  who  shuts  himself  up  in  his 
office  and  refers  all  matters  to  his  assistants.  How  many  disgruntled 
consumers  have  been  appeased  and  become  friends  of  a  gas  company  who 
have  talked  their  troubles  over  with  the  "Manager,"  and  I  would  say 
right  here  that  a  satisfied  customer  is  the  best  solicitor  a  gas  company  can 
have.  There  is  no  advertisement  which  pays  so  well.  An  experienced 
manager  will  choose  competent  employees  and  have  no  others;  he  wrill  see 
that  every  detail  of  his  business  is  well  managed,  for  we  know  that  the 
weakest  link  is  but  the  strength  of  the  chain  and  an  incompetent  man  in 
any  position  may  be  the  cause  .of  a  decline  in  your  output  or  the  subject 
of  a  severe  monetary  loss.  The  general  manager  should  be  exactly  what 
the  name  implies — an  overseer  of  all  parts  of  his  business.  Every  head 
of  a  department  should  report  to  him  and  he  should  decide  all  matters 
that  come  before  him.  His  duties  will  necessarily  bring  him  in  close 
touch  with  state  and  municipal  politics  and  he  should  be  ever  on  the  alert 
that  unjust  legislation  to  his  company  is  not  enacted,  but  this  is  a  subject 
that  is  not  well  to  discuss  here.  It  may  be  said  that  the  foregoing  has 
nothing  to  do  with  new  business  methods.  My  only  reply  is  that,  from 
the  management  of  plants  which  have  come  under  my  observation  have 
led  me  to  believe  that  the  antiquated  ideas  of  a  general  manager  are  still 
maintained  and  he  is  but  a  figurehead.  Give  him  the  reins  and  if  he  is 
a  man  with  any  force  and  character  he  will  be  the  strongest  factor  in 
the  increased  business  that  will  surely  come  to  his  company.  In  a  word  — 
let  the  general  manager  be  alone  accountable  to  his  directors  and  stock- 
holders for  all  the  details  of  his  management. 


THE  FOLLOW  UP   SYSTEM  OF   LETTERS. 

By  MR.  JOHN  C.  D.  CLARK. 

Pre-eminently  and  without  a  doubt,  the  greatest  advantage  that  a  fol- 
low-up system  of  letters  has  over  any  other  method  of  solicitation  is  the 
fact  that  at  slight  expense  and  with  only  a  few  exceptional  cases,  a  letter 
gains  an  immediate  audience  with  the  prospect  with  whom  an  interview 
is  desired.  The  degree  of  success  obtained  from  this  "salesmanship-on- 


NEW  BUSINESS  METHODS. 


paper"  depends  entirely  upon  the  ability  of  the  author  of  these  letters 
to  keep  this  one  point  foremost  in  his  mind :     ' '  This  is  my  interview. ' ' 

It  can  easily  be  seen  that  if  this 
point  is  made  the  basis  of  all  letters 
of  solicitation,  it  prohibits  the  possi- 
bility of  the  author  beginning  his  let- 
ters with  just  mild  platitudes  or  of 
wandering,  through  a  maze  of  gen- 
eral information.  Since  this  letter  is 
an  interview  it  should  bear  all  the 
earmarks  of  scientific  salesmanship. 
Kemember,  you  are  "talking"  to  a 
busy  man — don't  be  afraid  to  show 
your  samples;  don't  carry  the  idea 
you  cnly  wish  to  interest  him  in 
the  first  letter— you  want  an  order 
which  cannot  be  had  by  concluding  your  letter  with  the  customary  re- 
marks which  lack  the  pull  necessary  to  secure,  if  not  an  immediate  order, 
at  least  a  desire  on  the  part  of  the  prospect  for  additional  information 
for  another  "interview" — thus  paving  the  way  for  letters  which  are  to 
follow.  No  mental  law  works  more  surely  than  that  of  suggestion :  It 
is  only  necessary  to  say  "It's  hot"  a  few  times  to  begin  to  suffer  with 
the  heat. 

In  a  campaign  of  a  follcw-up  system  of  letters,  particularly  in  the  gas 
field,  it  is  made  difficult  owing  to  the  fact  that  there  is  just  the  one  com- 
modity "gas"  and  that  this  commodity  is  usually  held  as  second  in  im- 
portance to  coal  as  a  fuel  by  the  public  generally.  It  is  far  better  in  the 
arguments,  used  in  letters,  in  favor  of  gas,  to  allow  gas  to  stand  on  its 
own  merits  rather  than  attempt  a  sale  by  a  denunciation  of  the  other 
fuels.  The  prospect  evidently  used  his  own  judgment  when  he  installed 
his  present  system  and  he  becomes  antagonistic  rather  than  receptive. 
Arguments  of  this  nature  appear  to  him  as  "sassy,"  no  matter  how  clever. 
They  make  the  second  cr  third  letter  convey  the  impression  of  "nagging," 
which  is  to  be  avoided. 

With  the  attention  riveted  on  these  two  factors  (the  letter  being  in 
reality  an  interview,  and  an  absence  of  the  impression'of  nagging) ,  there 
is  no  better  method  that  can  be  employed  in  getting  new  business  than  a 
follow-up  system. 

Here  is  a  method,  when  properly  supervised,  which  produces  greater 
results  at  a  lesser  cost  than  any  which  may  be  employed.  While  the  or- 
dinary solicitor  may  be  reaching  fifteen  or  twenty  prospective  customers 
in  a  single  day.  the  letter  system  reaches  hundreds,  actually  reaches  them 


28  AMERICAN  GAS  INSTITUTE. 

when  a  personal  interview  would  be  denied  owing  to  a  "press  of  busi- 
ness." The  letter  not  only  secures  an  immediate  interview,  but  it  gets 
right  down  to  business. 

There  is  the  opportunity  to  take  advantage  of  existing  local  conditions, 
as  a  rise  in  the  price  of  fuel  or  extremely  hot  weather  or  sudden  changes 
in  the  atmospheric  conditions.  This  feature  is  best  appreciated  when  it  is 
considered  that  it  is  almcst  impossible  to  take  advantage  of  these  condi- 
tions in  any  other  way.  To  take  advantage  of  local  conditions  through 
printed  matter  or  newspaper  publicity,  it  is  readily  seen  that  newspaper 
ads,  when  covering  these  points,  lose  their  intrinsic  value  immediately  on 
a  resumption  of  normal  conditions. 

There  is  the  opportunity  in  letters  of  presenting,  tersely,  the  best  points 
in  an  appliance  and  where  these  points  are  presented  so  clearly  as  to 
leave  a  desire  for  additional  information,  a  second  and  third  letter  is 
very  likely  to  result  in  the  desired  sale. 

The  follow-up  system  offers  an  exceptional  opportunity  in  the  distribu- 
tion of  leaflets ;  in  fact,  the  latter  has  much  to  do  with  the  ' '  pull ' '  in  the 
letter.  It  relieves  the  letter  of  the  necessity  of  going  into  minute  details  — 
which  unnecessarily  lengthens  a  letter.  It  leaves  the  letter  to  create  the 
desire;  the  leaflet  to  thoroughly  explain  and  to  close  the  sale.  It  is  the 
conjunction  between  leaflet  and  letter  which  constitutes  these  selling 
agencies  when  followed  systematically  and  at  properly  spaced  intervals. 

It  is  plain,  however,  that  in  any  system  of  letters  the  essential  feature 
is  to  find  the  prospect ;  in  other  words,  to  locate  the  points  where  various 
appliances  may  be  placed.  This  data  is  best  obtained  through  women  in- 
structors who  note  an  absence  of  various  appliances  in  their  daily  reports. 
Inspectors  and  meter  readers  as  well  as  canvassers  turning  in  similar 
reports.  There  is  also  access  to  the  ledgers  for  additional  information. 

This  information,  when  properly  indexed,  is  easily  handled,  and  when 
the  letter  is  given  the  right  ring  it  will,  with  the  aid  of  the  enclosed  litera- 
ture, go  on  selling  gas  appliances  every  day  to  men  who  seldom  consider 
the  subject  of  household  economics.  The  truth  of  this  assertion  is  found 
in  the  fact  that  on  one  occasion  on  a  specially  prepared  list,  the  net  re- 
sults showed  sixty  per  cent  sales. 

The  talks  in  these  letters,  of  course,  are  concise,  hit  at  the  right  time 
through  proper  spacing  and  coincide  with  the  other  advertising  and  pub- 
licity in  general. 


NEW  BUSINESS  METHODS.  29 

METHODS   IN   NEW   YORK. 

By  MR.  W.  J.  CLARK. 

If  asked  to  name  what  I  considered  to  be  one  of  the  most,  if  not  the 
most,  potent  factor  in  building  up  the  gas  output  in  our  district,  I  would 
say  the  gas  range  rental  system.  Perhaps  its  advantages  would  not  be  so 
apparent  in  small  places  where  the  installation  and  maintenance  charges 
would  run  comparatively  higher  than  in  thickly  settled  districts,  but  for 
large  cities,  where  many  of  the  people  are  flat  dwellers,  it  can  be  made 

very  profitable,  and  effectively  carries 

out  the  scheme  of  getting  the  appli-      911 
ance  in  operation  at  the  least  possible 
cost  to  the  consumer. 

A  systematic  canvass  is  made  of  all 
new  buildings.  A  special  man  is  kept 
at  the  real  estate  records  and  all  pro- 
jected buildings  come  directly  under 
his  supervision.  The  builder,  owner, 
or  agent  is  followed  up  and  the  ad- 
vantages of  the  rental  system  ex- 
plained. A  blanket  lease  is  taken  cov- 
ering the  entire  range  equipment  for 
the  building  or  block  of  buildings, 
covering  ten  to  one  hundred  or  more  ranges.  The  ranges  are  installed  as 
soon  as  the  buildings  are  ready.  The  hauling  to  the  building  is  done  by 
the  company,  the  connecting  is  done  by  the  builder,  under  the  company's 
inspection  and  approval.  The  installation  costs  are  kept  at  the  minimum 
by  handling  the  entire  equipment  at  one  time  and  the  initial  outlay  to 
the  owner  is  so  low  as  to  preclude  the  installation  of  a  coal  equipment. 

As  soon  as  tenants  take  possession,  our  corps  of  women  demonstrators 
visit  the  apartments,  look  after  the  final  adjustments  fcr  efficiency,  in- 
struct in  the  careful  and  intelligent  use  of  the  appliance  and  leave  meter 
reading  cards  (carrying  moveable  metal  hands)  and  on  the  back  of  which 
are  ruled  spaces  for  recording  meter  readings,  and  consumers  are  im- 
pressed with  the  importance  of  watching  the  gas  consumption. 

The  rental  plant  is  visited  periodically  by  the  women  demonstrators 
and  any  inefficiency  which  they  cannot  remedy  is  reported  to  our  shops, 
and  the  regular  stove  mechanics  take  it  up.  This  insures  to  us  that  the 
new  business  we  get  stays  on  the  books.  These  visits  of  our  inspectors 
keep  us  in  touch  with  our  consumers  and  promote  good  feeling. 

Our  general  canvass  is  done  by  a  regular  corps  of  salaried  canvassers, 
who  are  also  paid  a  commission  on  all  appliances  which  they  are  instru- 
mental in  having  installed.  Attractive  post-cards,  cuts,  folders,  booklets, 


30  AMERICAN  GAS  INSTITUTE. 

etc.,  are  freely  distributed  by  these  men,  and  these  cards  which  come  to 
us  through  the  mail  for  "call  backs"  are  distributed  to  the  men  each 
morning,  they  being  identified  by  a  rubber  stamp  carrying  canvasser's 
name. 

One  of  the  best  of  our  advertising  schemes  is  the  publication  of  our 
monthly  (24  page)  booklet,  "Gas  Logic,"  which  is  gotten  up  in  artistic 
style,  carries  entertaining  and  instructive  reading  matter,  a  department 
devoted  to  hcme  making,  a  query  and  answer  page,  and  short  educational 
editorials.  The  demand  for  this  book  is  growing  fast,  and  we  have  a 
large  mailing  list. 

We  consider  bill  board  work  to  be  a  most  effective  medium  for  adver- 
tising, at  certain  seasons  of  the  year,  and  are  careful  to  place  it  well  on 
thoroughfares  and  at  "open  car"  seasons.  Pictorial  work,  with  very  lit- 
tle, but  telling  text  is  what  is  most  effective. 

I  think  it  is  being  borne  in  upon  all  gas  men  that  they  must  canvass 
for  the  smaller  unit.  With  this  in  view,  we  have  made  an  energetic  can- 
vass for  the  prepayment  meter  trade,  and  have  installed  over  one  hun- 
dred thousand  cri  Manhattan  Island.  The  class  of  consumer  using  the 
prepayment  meter  uses  more  gas  for  fuel  pro  rata  than  the  larger  gas 
user.  In  our  early  canvass  we  found  that  we  had  a  very  inviting  field 
for  a  hot  plate  trade.  The  convenience  of  the  fuel  appealed  to  the  me- 
chanic and  worker  who  must  get  out  early  and  get  his  own  breakfast. 
All  the  annoyances  of  the  coal  fire  were  eliminated  and  his  hours  of  morn- 
ing rest  materially  lengthened,  and  as  a  matter  of  economy  it  also  ap- 
peals strongly. 

We  find  that  the  fiat  flame  burners  with  which  the  cheaper  tenements 
are  equipped,  and  which  are  installed  by  the  contracting  gas  fitter  are,  as 
a  rule,  put  on  without  any  attempt  at  meeting  local  conditions  of  pres- 
sure, elevation,  etc.  Consequently  in  advocating  the  displacement  of  a 
tip  using  from  12  to  14  feet  of  gas  per  hour  by  an  incandescent  lamp 
using  say  3  to  3i/>  feet  per  hour,  we  can,  without  materially  increasing 
the  gas  bill,  do  a  lot  of  hot  plate  work,  and  as  a  rule  the  workingman,  the' 
year  through,  gets  his  breakfast  en  one  of  these  convenient  appliances. 
So  great  has  become  the  demand  for  gas  fuel  facilities  in  these  cheaper 
dwellings  that  it  is  difficult  to  rent  rooms  in  which  they  have  not  been 
provided. 

As  to  method  for  getting  new  business,  whatever  it  is  and  to  which  loca- 
tion best  adapted  is  largely  a  matter  of  the  intelligent  judgment  of  the 
man  on  the  ground.  A  good  motto  is:  "Whatever  your  scheme,  keep 
everlastingly  at  it  with  intelligence,  energy  and  enthusiasm."  Put  your 
goods  attractively  before  the  public.  Don't  allow  your  salesmen  or  can- 
vassers to  misrepresent  the  capacity  or  quality  of  the  appliances,  and 
after  they  are  installed  watch  their  efficiencies. 


NEW  BUSINESS  METHODS. 


31 


GAS  ADVERTISING. 

By  MB.  JOHN  CORSCOT. 

All  advertising  (like  all  whiskey)  is  good,  but  some  metods  of  adver- 
tising, like  the  whiskey,  are  better  than  others. 

As  to  methods  of  advertising,  the  newspaper  has  my  preference  as  a 
means  of  bringing  and  keeping  the  gas  and  electric  business  before  the 
people.     Anyone  undertaking  a  journey  appeals  to  the  time  table  to  see 
when  the  trains  start  and  users  of  our 
commodity,    present    and    prospective, 
look  in  the   newspaper  advertisement 
for  what    is   new   and    useful    in    our 
line. 

Newspaper  advertising  to  be  ef- 
fective should  be  often  changed  and 
have  at  times  embodied  in  it  accounts 
of  what  at  the  time  is  occupying  the 
minds  of  the  community,  interspersed 
with  what  you  wish  to  get  before  the 
people.  A  humorous  account  of  some- 
thing of  recent  occurrence  which  in- 
terests everybody  and  where  you  can 
work  in  the  fact  that  gas  is  the  only  fuel,  would  not  be  wholly  out  of  or- 
der. In  shcrt,  always  try  to  make  your  advertisements  so  interesting  that 
people  will  look  for  and  read  them,— and  this  is  not  the  work  of  a  novice 
but  requires  the  b'est  talent — if  not  genius. 

Next  to  newspaper  advertising,  the  well  gotten  up  and  tasty  circular 
mailed  to  the  individual  address  of  those  you  wish  to  reach,  is  most  ef- 
fective, and  far  preferable  to  the  "dodger,"  which,  if  not  carried  away 
by  the  wind,  is  generally  consigned  to  the  waste  basket  or  rubbish  pile. 

The  hotel  register,  church  fair  and  theater  program  and  business  card 
methods  of  advertising,  while  beneficial,  are  like  the  souvenir  methods  of 
keeping  your  wares  before  the  public,  mainly  useful  in  that  you  keep  in 
touch  with  the  people  and  cultivate  friendly  relations,  a  feature  of  ad- 
vertising .  not  to  be  despised. 

In  conclusion,  advertise  and  keep  everlastingly  at  it.  While  you  may 
not  see  your  business  grow,  it  will,  like  the  seed  that  is  sown,  bear  fruit 
in  due  season,  and  you  will  reap  if  you  faint  not. 


AMERICAN  GAS  INSTITUTE. 

ON  THE  QUESTION     OF  SECURING      THE  CO-OPERATION      OF 

DEALERS  IN  THE  PLACING  OF  GAS   RANGES  AND 

OTHER  APPLIANCES. 

By  MR.   PAUL  DOTY. 

This  subject  is  one  of  special  interest  in  the  development  of  the  com- 
mercial possibilities  cf  gas  companies.  There  has  been  of  late  an  increas- 
ing sentiment  in  favor  of  securing  the  co-operation  of  the  manufacturers 
and  dealers  in  the  placing  of  gas  ranges  and  other  appliances.  The  ar- 
guments in  favor  of  an  endeavor  to  secure  this  co-operation  are  many. 

Naturally  the  manager,  charged  as  he 
is  with  the  responsibility  of  the  devel- 
opment of  the  earning  capacity  of  the 
property  entrusted  to  him,  will  be 
guilty  of  negligence  if  he  does  not 
avail  himself  of  every  means  at  his 
command  to  secure  the  desired  devel- 
opment. Personally  my  experience 
does  not  go  back  a  hundred  years  to 
the  days  of  the  introduction  of  the 
use  of  gas  for  lighting,  so  I  cannot 
tell  whether  the  managers  of  those 
days  undertook  the  sale  of  lighting 
fixtures  and  the  piping  of  houses  to 
encourage  the  introduction  and  use  of  gas,  but  I  think  they  did,  for  self- 
interest  probably  demanded  it.  Later  with  the  educated  consumer  and 
the  growth  of  the  fashion  to  use  gas  for  lighting,  the  business  of  selling 
fixtures  passed  into  the  hands  of  the  dealers  and  gas  fitters,  and  the  gas 
manager  satisfied  his  ambitions  with  the  problems  of  manufacture  and 
distribution.  The  discovery  was  probably  made  at  this  time  that  "the 
dividends  were  made  in  the  retort  house."  The  man  who  made  the  dis- 
covery would  probably  be  out  of  date  as  a  manager  today,  for  dividends 
now  depend  upon  increased  sales,  and  the  value  of  the  plant  goes  hand 
in  hand  with  the  earning  capacity. 

As  it  was  with  gas  for  lighting,  so  it  is  with  gas  for  fuel.  Self-interest 
demanded  that  gas  companies  undertake  the  introduction  of  appliances 
to  use  gas  for  fuel,  and  so  gas  companies  embarked  upon  their  sale.  My 
memory  does  go  back  to  the  time  when  gas  fuel  appliances  were  a  nov- 
elty, and  the  sales  of  gas  for  fuel  purposes  were  but  a  few  per  cent  of 
the  total  sales.  This  was  the  time  when  the  gas  man  had  two  days  strongly 
marked  in  his  yearly  calendar — Christmas  Eve  and  Fourth  of  July.  The 
ratio  of  Christmas  Eve  output  to  Fourth  of  July  output  was  as  4  is  to  1, 
and  the  yearly  output  was  150  times  the  maximum  24  hours  output.  To- 
day with  the  development  of  the  fuel  business  and  the  (votiomics  of  the 
use  of  gas  for  lighting  by  the  introduction  of  the  Welsbach  mantle,  it  is 


NEW  BUSINESS  METHODS.  33 

no  uncommon  condition  to  find  the  ratio  of  the  output  for  a  day  in  win- 
ter to  a  day  in  summer  to  be  as  1.5  is  to  1,  and  the  yearly  output  is  250 
times  the  maximum  24  hours  output.  These  changed  conditions  are  due 
to  the  new  business  management  of  gas  companies  and  the  already  many 
sided  gas  engineer  has  added  a  new  business  side  to  his  development. 

The  engineer  will  take  up  the  study  of  the  new  business  problem  as  he 
will  take  up  the  study  of  a  machine.  His  object  will  be  to  increase  the 
efficiency  of  his  machine  or  his  system,  and  to  increase  the  useful  work. 
He  knows  that  the  useful  work  of  a  machine  is  that  which  is  performed 
in  effecting  the  purpose  for  which  the  machine  is  designed.  He  knows 
the  lost  work  is  that  which  is  performed  in  producing  effects  foreign  to 
that  purpose.  '.The  resistances  overcome  in  performing  these  two  kinds 
of  Avork  are  respectively  useful  resistance  and  prejudicial  resistance.  He 
knows  the  useful  work  and  the  lost  work  of  a  machine  together  make  up 
its  total  or  gross  work.  Not  to  carry  the  simile  further,  I  Avill  simply 
say  the  useful  resistance  is  the  resistance  of  the  consumer  to  accept  the 
use  of  a  gas  appliance,  and  the  prejudicial  resistance  we  may  consider  to 
foe  the  effort  of  the  dealer  to  push  the  sale  of  gasoline  or  other  com- 
pettitive  fuel  appliances.  The  less  the  prejudicial  resistance  the  greater 
the  efficiency  of  our  machine. 

In  Grand  Eapids  I  adopted  a  plan  of  enlisting  the  services  of  the  deal- 
ers in  ranges  by  the  payment  of  a  bonus  or  commission  on  ranges  sold. 
I  encouraged  each  dealer  to  take  up  and  push  one  line  of  ranges.  One 
dealer  Avould  handle  Detroit  JeAvel  ranges  exclusively,  another  the  Reli- 
able line,  another  the  New  Process  line,  another  the  Clark  line,  and  so 
<m.  Whatever  value  there  was  in  the  good  will,  or  trade  mark  of  an 
established  line  accrued  to  the  benefit  of  the  dealer  in  that  line.  It  is 
true,  the  gas  company  handled  ranges,  but  not  a  line  Avhich  had  an  estab- 
lished agency  in  the  city.  By  this  plan  there  Avas  no  impairment  of  our 
useful  Avork,  and  the  dealers  added  to  the  efficiency  of  the  machine  by 
their  useful  Avork.  An  additional  advantage  of  this  plan  is  that  AVC  se- 
cured the  support  of  a  greater  number  of  the  manufacturers  of  gas 
ranges.  You  all  kncAv  many  of  the  manufacturers  as  personal  friends, 
and  you  know  that  persistence  of  their  solicitation  to  buy  their  line.  It 
is  not  expedient  for  the  gas  company  to  handle  a  dozen  different  lines  of 
gas  ranges,  all  good,  much  as  Ave  AArould  like  to  oblige  our  friends,  the 
manufacturers.  By  encouraging  an  agency  for  them,  and  giving  them 
the  opportunity  of  having  their  ranges  sold  in  your  city,  you  retain  their 
support  and  interest. 

In  Detroit  I  found  the  conditions  somewhat  different.  Detroit  is  the 
home  of  the  Detroit  Stove  Works,  the  Michigan  Stove  Company,  the  Pe- 
ninsular Stove  Company  and  the  Ideal  Manufacturing  Company.  These 
manufacturers  were  good  customers  of  the  gas  company,  and  their  influ- 
ence Avas  naturally  strong  with  their  employees  and  the  public  generally. 
J  entered  into  an  agreement  with  the  Detroit  stove  manufacturers 


34  AMERICAN  GAS  INSTITUTE. 

whereby  they  undertook  to  secure  the  co-operation  of  the  dealers  in  sell- 
ing gas  ranges.  A  bonus  was  paid  to  the  manufacturers  on  a  sliding 
scale  for  ranges  sold.  As  a  result  of  the  agreement  over  nine  thousand 
ranges  were  sold  the  first  year.  The  manufacturers  employed  the  120 
hardware  and  house  furnishing  dealers,  and  the  dealers  in  turn  employed 
about  250  solicitors.  The  campaign  was  one  of  exceeding  interest,  and 
the  result  of  the  company  in  increased  gas  sales  was  satisfactory.  The 
manufacturers  and  dealers'  co-operation  was  a  powerful  machine,  ready 
and  capable  of  undertaking  the  work,  and  it  needed  only  the  stimulus 
and  guiding  hand  of  the  gas  company  to  put  the  machinery  in  motion. 

Similar  plans  have  been  adopted  in  St.  Paul  and  have  resulted  in 
largely  increasing  the  sale  of  gas  ranges.  I  believe  to  effect  the  sale  of 
gas  ranges  no  better  plan  can  be  followed  than  to  secure  the  greatest 
co-operation  of  the  greatest  number  engaged  in  that  particular  line  of 
business. 

I  would  like  to  add  one  of  the  collateral  advantages  of  the  dealer's 
method  of  handling  the  range  business.  This  has  been  called  an  "Age 
of  credit."  Dealers  generally  have  adopted  the  credit  system.  "We 
trust  you"  is  the  watchword  of  a  large  house  furnishing  store  in  St. 
Paul.  "This  is  a  credit  store"  is  the  sign  of  another.  "Bring  a  dollar 
and  get  a  gas  stove"  was  the  cry  of  the  most  successful  dealer  of  Detroit. 
It  goes  without  saying  that  the  extension  of  this  credit  to  the  customers 
can  be  carried  better  by  a  number  of  dealers  than  by  the  gas  company's 
appliance  department,  and  the  cost  of  collection  is  less  to  the  dealer  than 
to  the  gas  company,  for  the  dealer's  collections  are  included  in  the  other 
house  furnishing  sales.  The  opportunities  for  including  a  gas  range  in 
the  house  furnishing  when  "feathering  the  nest"  for  $99.99  for  the 
young  married  couple  are  of  considerable  importance. 

In  the  light  of  experience  I  am  inclined  to  believe  the  co-operative 
plan  of  working  with  the  manufacturer  and  dealer  is  the  coming  plan, 
and  as  one  manufacturer  expressed  it,  "it  is  a  good  thing  for  the  gas 
Company. ' ' 

Bearing  upon  this  question,  the  Gas  World  of  London  in  its  issue  of 
August  4,  1906,  page  223,  has  an  article  stating  that  the  Gas  Light  & 
Coke  Company  of  London  are  inviting  the  hardware  dealers  in  their  dis- 
trict to  interest  themselves  in  the  sale  and  hiring  of  gas  stoves  and  in  the 
pushing  of  other  gasconsuming  appliances,  and  they  are  prepared  to 
make  it  worth  the  while  of  the  hardware  dealers  to  do  so  in  accordance 
with  a  memorandum  of  agreement,  which  is  published  in  the  paper.  The 
article  is  well  worth  reading,  illustrating  as  it  does  that  our  English 
cousins  are  interested  in  the  question  which  is  presented  in  this  editorial, 
and  are  thus  giving  support  to  the  plan  which  has  been  followed  for  a 
number  of  years  in  this  country. 


NEW  BUSINESS  METHODS.  35 

PROFITABLE    BUSINESS. 

By  MR.  J.  H.  ENRIGHT. 

Other  than  trying  to  keep  abreast  with  modern  business  methods  here 
I  cannot  state  anything  new  in  this  line,  however,  may  we  ask  of  how 
much  benefit  it  would  be  to  several  of  the  gas  industries,  especially  some 
of  the  smaller  ones,  were  they  handled  from  a  straight  common  sense 
business  point  of  view;  especially 
from  the  selling  and  purchasing  end  of 
the  business,  not  to  mention  the  all 
important  work  of  handling  the  pub- 
lic properly,  especially  in  these  days 
when  so  much  socialistic  doctrine  is 
advanced  against  public  utility  com- 
panies. 

In  the  old  days  the  gas  man  who 
kept  abreast  with  good  manufactur- 
ing and  distribution  methods  was 
pretty  near  all  that  was  desired,  and 
now  should  he  not  be  a  good  business 
man  also  he  is  not  desired,  hence  the  importance  of  the  work  you  are  so 
ably  advancing. 

It  is  true  that  wonderful  progress  in.  all  lines  of  manufacturing  and 
distribution  has  been  accomplished,  as  well  as  pushing  the  sale  of  our 
product,  and  at  present  it  seems  as  if  the  fellow  who  is  competent  to 
push  his  sales  and  sell  his  product  at  a  reasonable  profit  for  his  company 
is  not  only  a  competent  gas  man  but  a  good  business  man. 

Some  years  ago  in  discussing  business  methods,  from  a  gas  man's 
point  of  view,  with  my  old  friend  and  all  around  gas  engineer,  John  Gim- 
per  of  Galveston,  he  stated  that  he  would  much  rather  sell  $25,000.00 
worth  of  gas  per  year  and  get  his  money  for  same  and  know  exactly 
what  his  profits  were  than  to  do  twice  that  amount  of  business  without 
knowing  whether  he  had  made  any  profit  or  not. 


THE  ADVERTISING  IN  MORE    REVENUE. 

By  MR.  FRANK  C.  FARRAR, 

The  office  boy  can  tell  us  that  a  new  and  attractive  display  of  gas  arcs 
on  the  outside  of  a  business  house,  or  the  liberal  use  of  arcs  for  lighting 
the  interior  is  good  advertising  for  the  gas  company  as  well  as  for  the 
business  man  who  pays  for  the  gas. 


36  AMERICAN  GAS  INSTITUTE. 

Good  advertising  if  the  arcs  are  properly  installed,  maintained  in  a 
manner  to  give  highest  efficiency  and  the  service  generally  is  good. 

There  are  examples  of  the  advertising  value  of  increased  revenue. 

The  generally  prosperous  appearance  of  the  office,  of  the  men  in  it,  of 
the  solicitors,  and  of  all  employees  has  a  high  advertising  value  in  a  some- 
what different  sense,  in  that  the  value  lies  in  the  human  tendency  to 
patronize  that  which  seems  to  be  patronized  by  many  others— to  be  on 
the  winning  side. 

In  the  case  of  the  gas  arcs  the  thought  is  entirely  different.  The  lamps 
attract  attention  and  cause  comment.  More  important,  they  please  the 
man  who  pays  for  them,  cause  him  to  talk — with  pride,  therefore  with 
effect  for  the  gas  company. 

But  the  increased  revenue  of  display  is  not  the  only  means  of  advertis- 
ing with  boosting  business.  In  fact,  there  is  no  limit  to  this  method  of 
advertising,  just  as  there  is  really  no  limit — at  least  none  in  sight — to 
the  increases  that  can  be  made  in  revenue  of  gas  companies. 

Consider  the  range:  The  solicitor  or  the  inspector  calls  upon  a  user. 
He  finds  that  the  oven  and  broiler  are  rusty — that  they  have  never  been 
used — perhaps  he  finds  them  used  for  storage  purposes.  With  the  in- 
troduction along  lines  of  an  interest  only  in  giving  the  user  the  full 
advantage  of  all  conveniences  rf  the  stove  the  gas  company  representa- 
tive goes  to  work. 

Perhaps  he  confines  himself  to  talking  in  the  effort  to  convince  the  con- 
sumer of  the  advantage  of  the*  broiler  and  oven.  Or  he  may  give  a 
demonstration.  The  result  may  be  only  a  slight  increase  in  revenue,  or 
it  may  be  the  doing  away  with  a  coal  range  altogether,  and  therefore  a 
large  increase  in  revenue  because  of  all-year  use.  In  either  case  what's 
the  investment?  The  cost  of  the  man's  time. 

What  is  the  impression  left  with  the  consumer? 

That  the  gas  company  was  very  decent  in  trying  to  give  her  the  greatest 
possible  advantage  through  the  use  of  the  range  for  all  purposes — an 
excellent  advertisement  in  .itself. 

What  if  the  bill  is  a  little  higher— there's  time  saved  and  hard  work 
escaped,  and  the  increase  in  the  bill  will  be  gradual  no  doubt,  easily  ex- 
plained when  the  added  convenience  is  brought  prominently  to  mind  in 
case  of  question. 

This  consumer  will  be  found  telling  her  friends  and  neighbors  about 
the  added  convenience  and  about  the  gas  company's  attentions  to  hor 
personally.  To  some  extent  an  endless  chain  will  be  started.  It  will  all 
be  the  result  of  the  advertising  in  more  revenue. 

A  laundry  stove,  a  small  heater,  a  grate,  a  porch-light,  a  light  over  the 
range— all  will  have  the  same  effect  to  a  greater  or  less  degree. 

In  Denver  the  company  is  just  starting  on  a  systematic  campaign  among 
the  consumers.  A  number  of  men  will  give  their  entire  attention  to  this 
work.  This  was  decided  upon  after  the  system  had  been  thoroughly 
tested  by  three  men  employed  on  this  work  for  six  months.  They  brought 


NEW  BUSINESS  METHODS.  37 

forward  the  actual  results  in  increased  revenue,  and  at  the  same  time 
made  their  work  felt  in  other  ways  to  the  benefit  of  the  company. 

Each  man  engaged  in  work  of  this  nature  is  himself  an  advertisement 
for  the  company.  His  opportunity  for  making  friends  and  convincing 
people  that  the  company  is  desirous  of  being  fair  and  anxious  to  have 
its  patrons  obtain  the  best  possible  results  from  their  appliances  is  almost 
unlimited. 

The  opportunities  for  increasing  revenue  by  this  method  are  wonderful. 
Hardly  a  consumer  can  be  found  who  cannot  use  more  gas.  The  rapid 
strides  in  perfecting  appliances  and  the  constant  development  of  new 
uses  for  gas,  make  it  possible  to  offer  something  new  -almost  constantly, 
something  that  will  substitute  gas  for  another  fuel  or  illuminant. 

This  surely  is  the  kind  of  business— and  advertising — that  cannot  be 
given  too  much  attention. 


THE    INDUSTRIAL    GAS    FIELD. 

By  MR.  FRANK  W.  FRUEAUPF. 

The  possibilities  for  increasing  the  sales  of  gas  for  all  uses  are  more 
and  more  evident. 

The  lighting  field  has  opened  up  to  a  wonderful  degree  through  the  per- 
fection of  a  high  grade  arc  lamp,  and  the  chance  to  sell  gas  in  the  homes 
for  fuel  uses  is  rapidly  extending  to  all  year  use  for  cooking  and  water 
heating  and  for  house  or  room  heating,  but  of  all  the  possible  uses  for 
gas  its  largest  sphere  and  its  bright- 
est future  appears  to  be  in  the  in- 
dustrial field,  wrhere  we  find  a  never 
ending  list  of  opportunities. 

Merchants  and  manufacturers  have 
both  become  interested  in  this  form 
of  heat  and  power  and  are  keen  to 
adopt  it.  AVith  its  many  advantages 
over  other  forms  of  fuel  most  people 
are  familiar,  so  that  it  is  usually  only 
a  question  of  how  it  can  be  best 
applied  to  each  particular  case  to 
secure  the  most  satisfactory  results 
and  at  a  reasonable  cost  as  compared  with  other  fuels. 

One  great  difficulty  in  the  past  has  been  the  lack  of  efficient  and 
economical  appliances,  and  in  many  cases  no  appliance  whatever  adapt- 
able to  the  particular  use.  Now  manufacturers  of  appliances  are  turning 
their  attention  to  them  and  many  companies  are  constructing  their  own 
burners  and  appliances  to  suit  each  case. 

JZ2SJJ45 


38  AMERICAN  GAS  INSTITUTE. 

r 

As  a  business  proposition  the  industrial  field  is  likely  to  prove  the  most 
profitable.  It  premises  greatest  sales  per  consumer  and  a  better  load 
factor  or  average  demand. 

While  rates  to  secure  this  business  must  necessarily  be  low,  there  is 
usually  a  better  profit  to  the  company  than  in  the  same  amount  of  gas 
sold  to  a  number  of  small  consumers  scattered  over  a  large  area  at 
infrequent  intervals. 

"With  practically  no  more  expense  or  investment  we  can  here  secure 
consumers  who  will  use  from  60,000  cubic  feet  to  500,000  cubic  feet  per 
year  as  compared  with  domestic  consumers  who  may  only  average  30,000 
cubic  feet  per  year. 

We  can  well  afford  to  make  a  study  of  the  needs  of  each  possible  con- 
sumer and  buy  or  construct  appliance  that  will  best  suit  his  needs. 
While  this  is  a  field  of  individual  cases  it  becomes  for  us  a  very  permanent 
class  of  business.  Large  sales,  lew  cost,  satisfied  customers  and  further 
business. 

We  should  make  a  searching  inquiry  into  every  business  in  our  city 
and  find  out  what  they  need,  (Nearly  all  use  heat  in  some  form  or  other) 
then  convince  them  our  product  is  the  best. 


NECESSITY  OF  COMMERCIAL   WORK. 

By  MR.  THOMAS  0.  HORTON. 

In  the  papers  and  discussions  of  the  last  few  years  in  gas  conventions, 
there  has  appeared  in  increasing  importance  the  subject  of  new7  business 
departments,  or  as  the  writer  prefers  to  call  them  mercantile  depart- 
ments. But  in  all  these  papers  and  discussions  the  emphasis  seems  to 
the  writer  to  have  been  laid  on  larger  numbers  and  a  better  class  of  em- 
ployees, more  advertising  and  larger  demonstrations;  in  short  it  would 
appear,  inferentially  at  least,  that  all  of  these  splendid  organizations  we 
have  heard  of  have  meant  largely  increased  expense.  That  this  expense 
has  resulted  in  largely  increased  sales  is  admitted,  but  to  the  writer  it 
appears  that  these  departments  could  and  should  be  conducted  not  at  a 
loss,  and  if  not  at  a  profit  at  least  so  as  to  be  self-supporting. 

We  as  gas  men  are,  or  should  be  selling  to  the  public  only  goods  which 
we  know  to  be  substantial  and  well  made  in  construction,  and  economic.-il 
in  operation,  in  a  word  giving  them  a  dollar's  worth  for  each  dollar  they 
pay  us,  and  in  acting  as  jobbers  we  have  a  perfect  right  to  make  a  jobber's 
profit  over  and  above  all  cost  of  the  goods  themselves,  the  cost  of  carriage. 


NEW  BUSINESS  METHODS.  39 

connections,  sales  and  interest  on  the  amount  actually  invested  in  this 
department.  In  fact  the  writer  fully  believes  that  Avhen  a  gas  company 
sells  a  range,  costing  it  $10.00  for  the  same  amount  and  connects  it  free, 
it  cheapens  its  own  goods  and  in  these  days  of  general  suspicion  of  corpora- 
tions lays  itself  open  to  the  charge  of  selling  appliances  below  cost,  and 
making  it  up  in  the  gas  bills.  That  this  is  so  in  the  broad  sense  that  we 
can  well  afford  to  go  to  considerable  expense  to  obtain  permanently  in- 
creased consumption  few,  least  of  all  the  writer  would  deny.  But  would 
it  not  be  fairer  to  sell  the  goods  at  least  at  real  cost  to  us,  and  apply  the 
money  we  would  otherwise  have  expended  towards  a  reduction  in  the 
price  of  our  real  commodity  gas? 

We  are  selling  to  our  customers  appliances  that  we  honestly  believe  it 
is  to  their  advantage  to  have,  appliances  that  we  believe  will  be  economical 
and  tend  to  increase  their  comfort,  why  should  we  sell  them  at  a  loss? 
Are  we  not  conducting  in  this  branch  of  our  business  a  retail  mercantile 
business,  and  why  should  we  net  conduct  it  at  a  reasonable  profit? 

Suppose,  and  it  does  not  stretch  ones'  imagination  much  to  suppose 
such  things  in  view  of  recent  legislation  in  the  writer's  state,  that  Gas 
Companies  should  be  prohibited  frcm  selling  anything  but  gas,  would 
not  enterprising  merchants  soon  be  selling  gas  ranges,  advertising  them, 
demonstrating  them,  and  all  at  a  profit;  and  after  conditions  became 
settled  again,  would  not  the  people  be  buying  them? 

That  in  some  companies  the  expense  entirely  or  in  part  is  charged  to 
capital  account,  makes  no  difference,  for  are  we  not  interested  in  keeping 
down  our  capital  charges,  as  well  as  in  decreasing  our  operating  expense  ? 

Finally  the  writer  believes  that  the  new  business  department  is  really 
and  should  be  conducted  as  a  mercantile  department ;  hence  his  preference 
for  that  name. 


PROGRESS  OF    COMMERCIAL  GAS  LIGHTING,  AND  THE     CON- 
STANT RAISING  OF  THE    STANDARD  OF  LIGHTING. 

By  MR.  A.  H.  HUMPHREY. 

The  introduction  of  artificial  light  has  been  the  greatest  civilizing  agent 
in  the  world,  and  its  improvements  have  always  been  followed  by  like 
advances  in  the  intelligence,  culture  and  material  prosperity  of  our  race. 

The  first  great  Divine  command  to  a  wild  chaos  was  that  "There  be 
Light,"  and  today  to  carry  on  the  wonderful  expansion  of  our  trade 
and  commerce  there  is  a  constant  utilization  of  more  and  more  light. 


40  AMERICAN  GAS  INSTITUTE. 

Shrewd  merchants  want  their  stores  brilliatnly  illuminated.  No  better 
advertisement  can  be  devised.  The  manufacturer  as  an  ordinary  business 
proposition  should  have  a  light  in  his  factory  that  will  enable  the  men  to 

work  to  best  advantage.  There  is  an 
immense  satisfaction  in  a  well  lighted 
business  place,  it  permiates  the  whole 
working  force  and  more  and  better 
service  is  rendered.  But  the  pro- 
prietors are  not  lighting  experts,  this 
is  the  gas  man's  business.  If  he  will 
show  them  how  to  use  his  gas  they 
will  buy  it. 

In  the  earlier  days  of  the  gas  in- 
dustry its  managements  most  enthu- 
siastic effort  was  devoted  to  making 
the  gas.  While  an  obliging  willing- 
ness to  sell  to  any  inquiring  custom- 
ers prevailed,  this  was  about  all.  Things  are  different  now,  a  manage- 
ment is  judged  by  its  ability  to  sell  the  goods. 

In  the  earlier  days  of  the  gas  industry  its  managements  most 
enthusiastic  effort  was  devoted  to  making  the  gas.  While  an  obliging 
willingness  to  sell  to  any  inquiring  customers  prevailed,  this  was  about 
all.  Things  are  different  now,  a  management  is  judged  by  its  ability 
to  sell  the  goods. 

The  way  to  sell  is  to  demonstrate  what  can  be  done,  to  advertise  and 
to  keep  all  installations  at  full  efficiency.  Fortunately  there  are  few  pro- 
ducts that  advertise  themselves  in  such  a  positive  and  striking  way  as 
gas  when  used  for  light,  and  the  consumer  pays  the  bill. 

Commercial  gas  lighting  can  so  certainly  be  fostered  and  developed 
by  well  directed  effort  on  the  part  of  a  gas  company,  and  so  easily  lost 
by  neglect  or  lack  of  enthusiam  that  the  gas  management  can  be  promptly 
judged  after  a  short  walk  through  the  business  section  of  the  town.  If 
the  stores  are  well  lighted  giving  a  cheery  air  of  prosperity  one  can  say 
without  fear  of  contradiction  that  there  is  a  live  gas  man  at  the  helm. 
It  is  the  effort  in  these  remarks  to  call  attention  to  the  advertising 
possibilities  of  commercial  gas  lighting  and  the  comparative  ease  with 
which  the  gas  company  by  intelligent  exertion  can  elevate  the  standard 
of  lighting  and  create  an  ever  increasing  demand  for  more  light. 

We  now  see  business  places  illuminated  in  a  manner  that  several  years 
ago  would  not  have  suggested  itself  to  our  wildest  flight  of  fancy. 

The  commercial  lighting  of  wide-awake  gas  companies  has  not  only  been 
saved  from  electrical  enchroachments  but  developed  into  one  of  the 
greatest  sources  of  revenue. 


XK\V  BUSINESS  METHODS.  41 

Six  or  seven  years  ago  the  electric  company  in  the  city  where  the  gas 
arc  lamps  bearing  the  writer's  name  are  made  having-  most  excellent 
water  power  advantages  secured  probably  seventy-five  per  cent  of  the 
commercial  lighting.  Since  then  the  gas  company  has  placed  in  service 
about  2,500  gas  arc  lamps  'quite  reversing  the  above  figures  and  adding 
immensely  to  its  gas  sales.  It  is  estimated  that  fully  twenty  per  cent 
of  the  entire  output  is  consumed  through  the  gas  arc  lamps. 

In  one  of  these  lamps  the  source  of  light  is  of  considerable  area  not 
merely  a  luminous  point,  on  this  account  the  diffusive  power  is  great. 
Illumination  is  complete,  soft  and  free  from  shadows.  In  stores  the 
colors  of  fabrics  are  perfectly  shown.  The  lamps  are  used  to  the  number 
of  200  and  300  in  single  mercantile  establishments.  One  large  wholesale 
concern  put  in  250  lamps,  closed  down  its  own  electric  plant  and  saved 
forty  per  cent  a  year. 

In  factories  gas  arcs  are  being  placed  as  complete  systems  and  as 
auxilaries.  Employees  are  enabled  to  do  more  and  better  w>ork.  The 
investment  is  a  paying  one  from  the  start.  Reference  can  be  given  to 
shops  having  500  lamps  in  one  installation. 

In  answer  to  the  frequent  query,  "How  shall  a  gas  company  increase 
its  commercial  lighting?"  A  close  observer  of  modern  trade  methods 
said  if  he  were  running  a  gas  company  he  would  arrange  to  light  one  or 
more  stores  in  each  block  so  brilliantly  that  instant  attention  would  be 
attracted  and  all  the  stores  in  the  neighborhood  be  forced  to  increase 
their  lighting  facilities  or  lose  trade. 

The  gas  man  must  have  faith  in  his  product,  keep  posted  as  to  what 
others  are  doing  and  never  be  content  with  anything  but  the  best  service 
for  his  consumers.  He  must  be  able  to  enthuse  his  solicitors  and  fill  them 
up  with  the  "right  talk."  Above  all  else  he  must  have  a  maintenance 
department  that  will  back  up  his  claims.  It  is  most  vital  and  indispen- 
sible  that  lamps  and  lighting  apparatus  whether  rented  or  sold  be  kept 
in  perfect  condition.  There  will  be  instant  deterioration  if  left  to  the 
consumer.  Glassware  must  be  regularly  cleaned,  mantels  examined  and 
replaced  when  necessary.  The  gas  checks  or  nozzles  and  screens  must  be 
kept  free  from  dust,  and  adjustments  made  so  as  to  give  the  highest 
efficiency.  If  the  lighting  apparatus  is  thus  intelligently  cared  for  the 
user  wall  be  pleased  and  satisfied.  There  will  be  no  complaints  about 
the  bills,  trouble  and  cost  of  soliciting  other  business  will  be  reduced,  and 


42  AMERICAN  GAS  INSTITUTE. 

when  a  consumer  has  become  accustomed  to  good  light  there  is  no  going 
backwards. 

Take  the  city  where  competing  gas  and  electric  plants  are  equally 
aggressive  and  progressive  and  it  will  be  found  to  far  outshine  most 
places  where  conditions  are  not  so  strenuous.  The  standard  of  light  has 
been  raised.  A  single  company  can  accomplish  the  same  result  by 
slimulating  rivalry  amongst  its  consumers  in  showing  the  best  illumination 
and  making  the  most  striking  displays. 

Combined  gas  and  electric  companies  by  installing  showy  exhibits  of 
their  lighting  systems  in  different  localities  greatly  raise  the  general 
standard.  First  one  department  will  make  the  better  showing  and  then 
it  is  up  to  the  ether  branch  to  equal  or  surpass  it. 

Does  the  profit  from  sales  of  gas  for  lighting  pay  for  the  trouble  ?  AVe 
have  already  shown  that  first  class  gas  lighting  is  the  best  advertisement 
a  gas  company  can  have  and  we  maintain  that  it  is  the  very  cream  of  the 
business.  Many  companies  receive  a  higher  price  for  gas  used  for  light  than 
they  do  when  it  is  sold  for  fuel.  A  gas  arc  lamp  is  as  good  a  consumer  as  a 
gas  range.  The  class  of  customers  is  better,  more  business  like  to  deal 
with  and  pay  their  bills  with  fewer  complaints.  The  consumers  are  more 
concentrated  and  no  additional  output  for  new  mains  is  required.  A  gas 
lamp  can  be  fitted  up  for  a  fracticn  of  the  cost  necessary  to  connect  a 
new  stove.  A  stove  will  usually  require  the  purchase  of  a  meter,  the 
meter  will  cost  as  much  as  a  gas  lamp.  Miles  of  pipe  are  often  laid  into  a 
new  district  to  get  a  few  consumers,  while  the  lighting  of  the  business 
district  and  factories  is  only  half  developed. 

Regarding  the  future,  we  predict  that  notwithstanding  the  giant  strides 
that  have  been  made,  and  regardless  of  the  great  Electrical  developments, 
that  we  have  only  begun.  Better  and  more  efficient  Lighting  Appliances 
are  coming,  modeled  with  due  care  to  reduction  of  maintenance  and  to 
ease  and  convenience  to  the  consumer  that  will  open  up  new  fields  in 
Window  and  Outside  lighting  and  be  a 'great  source  of  new  revenue,  and 
give  a  lifting  force  to  the  whole  Gas  Industry. 


NEW  BUSINESS  METHODS. 


43 


NEW  BUSINESS  FOR   SMALL  GAS  COMPANIES. 


Bv  MR.  T.  C.  JONES. 


The  entire  working  force  of  a  small  gas  company  should  constitute  the 
"New  Business"  Department. 

All  of  the  employees  should  be  constantly  enthused  by  the  manager 
and  furnished  with  incentives  to  secure  new  business.  When  a  new  man 
is  employed  new  business  for  the  company  should  be  impressed  upon  him, 
that  he  must  bear  it  in  mind  and  that  upon  his  success  in  helping  in  this 
largely  depends  his  prospective  stand- 
ing with  the  company. 

I  believe  there  is  not  a  gas  company 
so  small  that  it  cannot  regularly  employ 
a  Representative,  one  who  can  devote 
most  of  his  time  soliciting  new  busi- 
ness. Card  index  systems  showing 
every  building  on  the  gas  mains  giv- 
ing a  list  of  business  secured  and  the 
possibility  for  new  business,  judicious 
news  paper  advertising,  novelty 
schemes,  posters,  fence  signs,  etc.,  etc., 
etc.,  are  all  good  and  essential  but 
the  Representative  is  an  agent  more  effective  than  all  the  rest  to  secure 
new  business;  his  plan  of  procedure  is  not  mechanical  or  automatic  but 
human,  framed  in  real  measure  for  each  individual  human  case,  he  must 
be  a  student  of  human  nature  and  the  public  opinion  cf  the  company  can, 
in  a  large  degree,  be -formed  through  his  successful  work.  The  very  best 
man  obtainable  is  the  one  to  select  and  it  is  certain  that  he  will  develop 
into  a  most  profitable  employee  fcr  the  company  by  extending  its  business 
and  by  representing  its  qualities  of  efficiency,  public  spiritedness  and 
fair  dealing. 

We  are  engaged  in  a  most  honorable  and  labor  saving  business.  Gas 
is  one  of  the  most  valuable  of  public  benefits,  and  if  these  facts  are  con- 
tinually impressed  upcn  the  employees  the  effect  in  securing  new  business 
will  be  sure  and  conclusive  and  abundantly  satisfactory. 


44 


AMERICAN  GAS  INSTITUTE. 


THE   HUMAN   TOUCH. 

By  MB.  FENTON  P.  KELSEY. 

Is  it  the  time-stained,  blurred  portrait  of  your  mother?  Tear-bringing 
memories  of  days  never  to  return  flood  in  upon  you  the  while  you  gaze 
on  the  gentle  face. 

Or  perhaps  it  is  Saturday  night  on  the  road  in  a  strange  hotel.  You 
draw  a  picture  from  your  case.  You  look  at  the  chubby,  naked  form 

of  your  first  born— chubby  feet, 
chubby  cheeks,  laughing,  dimpled, 
priceless.  Makes  you  homesick,  des- 
perately homesick,  but  it  helps. 

And  so,  because  every  one  is  hu- 
man, every  one  is  interested  in  any- 
thing that  has  the  human  touch. 
Your  every  waking  thought,  if  you 
are  an  advertising  man,  is  to  inter- 
est people. 

It  isn't  very  strange,  therefore, 
that  photographs  and  reproductions 
from  photographs  are  being  widely 
used. 

Already  they  are  getting  costs  down  to  the  point  where  original  photos 
can  be  used  for  post  cards  and  other  sorts  of  circularization. 

In  following  up  our  gas  range  prospect  lists  this  summer,   our  com- 
pany has  made  use   of 
the    post    cards    shown 
herewith. 

First,  we  decided  on 
the  exact  impression  we 
wished  to  convey. 

Then  we  hustled  for 
our  models.  Then  we 
explained  minutely  to 
the  model,  and  of  course 
to  our  photographer,  all 
about  this  impression 
we  wished  to  convey. 
We  got  them  into  the 
spirit  of  the  occasion.  We  created  atmosphere.  We  get  them  enthusias- 
tic. We  always  had  our  head  demonstrator  on  hand  to  see  that  every 
detail,  as  to  the  "leading"  cf  the  range,  was  not  only  effective,  but 
correct. 


NEW  BUSINESS  METHODS.  45 

Then  we  re-enthused  our  models,  and  "ducked."  The  photographer 
did  the  rest.  Sometimes  several  plates  were  required,  sometimes  more 
than  one  sitting,  but  not  often. 

Half-tones  of  150  line  screen  were  used  in  each  case,  after  most  care- 
ful retouching  of  the  photo.  The  cards  were  printed  with  double-tone 
inks,  the  high  lights,  depth,  strength  of  detail,  and  delicacy  of  treatment 
more  than  compensating  for  lack  cf  variety  in  color. 

We  used  little  copy.     We  didn't  need  to.     The  cuts  told  the  story. 

And  the  cards  did  business. 


t 


The  New 
Cabinet 
Gas  Range 

'Gu  — the  cheapest 
and  handint  and  clean- 
est fuel  tor  part  of  your 
work- why  not  for  all 
of  a?' 

See  the  Gas  Co. 


Your  Time 
Your  Energy 

CXJOKINC  wi  ri  i  CA.S 

Cookin,  »*h  G.,  » 

Cheaper  than  Wood 
Cheaper  than  Coal 

Cheaper  than  (..dM,!,,,,- 


See  the  Gas  Co. 


4fi 


AMERICAN  GAS  INSTITUTE. 


GAS   ENGINES   FROM  THE  COMMERCIAL  STANDPOINT  OF  A 
GAS  COMPANY. 

By  MR.  J.  E.  KING. 

That  the  gas  engine  of  today  is  far  ahead  of  its  predecessors  is  one 
of  the  reasons  that  more  installations  of  this  machine  are  being  made 
than  ever  before.  Another  reason,  and  one  that  has  a  material  influence 
on  the  number  being  put  into  use,  is  that  gas  engine  manufacturers  are 
pushing  their  product  much  more  aggressively. 

The  most  pertinent  influence  exerted  toward  the  use  of  the  gas  engine 
in  cities,  as  a  prime  mover,  however,  is  the  "boosting"  being  done  by  the 

gas  companies.  Realizing  that  this 
field  is  one  of  the  most  lucrative,  and 
one  that  has  been  left  practically  in  a 
virgin  state,  the  manufacturers  of 
gas  are  co-operating  with  the  gas  en- 
gine makers  in  putting  the  merits  of 
the  gas  engine  before  the  users  of 
power.  As  a  result  all  other  prime 
movers  are  on  the  "anxious  seat." 

There  are  few  users  of  power  who 
could  not  use  gas  advantageously. 
The  most  sensitive  nerve  a  power 
user  has  is  the  one  leading  to  his 

pocket  book,  and  this  nerve  can  be  wrought  upon  to  such  an  extent,  by 
showing  the  actual  saving  which  can  be  made,  that  the  entire  system 
finally  determines  to  have  the  most  of  the  best  power  at  least  cost.  This 
means  a  gas  engine. 

Another  feature  that  appeals  is  the  reliability  and  little  attention  which 
gas  engines  of  a  high  grade  require.  As  an  illustration  of  what  can  be 
done  with  a  gas  engine,  the  Lestershire  Water  Works  of  Lestershire,  New 
York,  is  pumping  all  of  the  water  required  by  the  village  (approximately 
350,000  gallons  daily)  with  a  30  H.  P.  and  10  H.  P.  gas  engine  (gas 
being  supplied  by  the  Binghamton  Gas  Works)  and  the  Superintendent 
who  has  charge  of  the  engines  looks  after  all  the  outside  work,  including 
reading  of  meters,  construction,  repairs,  etc.  This  work  had  been  done 
with  engines  using  gasoline  as  power,  but  when  it  was  found  that  gas  was 
much  cheaper,  no  hesitancy  was  displayed  in  buying  gas  equipment  to 
the  value  of  some  hundreds  of  dollars  to  make  it  possible  to  put  the  sav- 
ing into  the  coffers  of  the  Water  Company. 

In  Binghamton,  New  York,  we  have  installed  upwards  of  seventy-five 
(75)  gas  engines,  the  horse  power  varying  from  1  to  30.  We  have  yet 
to  find  a  user  who  is  not  a  strong  advocate  of  our  gas  as  a  power  producer, 
except  in  rare  instances  where  some  cheap  make  of  engine  has  been  pur- 


NEW  BUSINESS  METHODS.  47 

chased,  and  usually  this  is  eventually  discarded  and  a  good  engine  in- 
stalled. 

We  have  found  that  the  average  power  user  knows  very  little  about 
the  actual  horse  power  required  to  do  his  work,  and  in  consequence  a  man 
familiar  with  power  installations  is  of  great  help  when  figuring  against 
competitors.  As  an  example :  An  experienced  electric  power  engineer 
estimated  that  it  would  take  18  to  22  H.  P.  to  do  certain  work,  and 
gave  costs  of  running  on  this  basis.  A  gas  engine  expert,  by  changing 
some  of  the  drives,  could  do  the  work  with  12  H.  P.  He  figured  the  costs 
of  changes,  added  it  to  the  price  of  engine  and  guaranteed  to  do  the 
work  at  such  an  enormous  saving  that  the  purchaser  hardly  dared  accept 
the  proposition.  The  engine  was  installed  and  the  guarantee  fulfilled 
in  every  particular.  The  closing  of  this  piece  of  business  has  led  to  the 
sale  cf  seventeen  (17)  other  engines  of  various  sizes. 

Frequently  a  salesman  representing  a  good  gas  engine  will  make  the 
statement  that  you  cannot  get  the  power  from  gas  that  you  can  from 
gasoline.  This  statement  is  absurd,  and  yet  manufacturers  send  out 
salesmen  to  induce  Gas  Companies  to  "push"  their  engine,  who  know  no 
better  than  to  make  the  above  statement.  Most  cf  them  know  that  gas 
used  in  a  gasoline  engine  will  not  produce  the  results  gasoline  will,  but 
they  do  not  realize  that  the  same  engine  can  be  made  to  do  the  work  with 
gas  at  a  considerable  saving.  How  much  of  the  Gas  Company's  co- 
operation is  a  concern  entitled  to  that  sends  out  such  a  representative? 
Compare  this  salesman  with  one  who  knows  that  gas  is  the  better  and 
cheaper.  Which  should  have  the  Gas  Companies'  assistance? 

There  is  no  limit  to  the  possibilities  of  gas  as  a  power,  and  the  sooner 
gas  engine  makers  school  their  salesmen  to  co-operate,  the  quicker  will 
they  get  results  and  the  easier  it  will  be  for  the  Gas  Company  to  convince 
power  users  that  gas  is  the  best  and  cheapest  power  today  and  will  be  for 
many  years  to  come.  Gas  Companies  as  a  rule  are  pushing  gas  for  power 
and  to  those  who  are  not  would  advise  them  to  "get  in  the  game"  at  once. 

Any  city  with  a  population  of  from  40,000  up  can  afford  a  power  ex- 
pert. This  man  does  not  necessarily  have  to  be  experienced  to  begin 
with,  but  start  some  level  headed  fellow  en  "power"  -and  you  will  be 
surprised  at  the  progress  he  will  make  the  first  sixty  days,  and  the  results 
you  will  get  in  the  first  year. 

The  Binghamton  Gas  Works  does  not  handle  engines  nor  does  it 
recommend  any  particular  make.  Any  of  the  high  grade  engines  will  do 
good  work,  and  the  manufacturer  who  furnishes  the  man  who  can  give 
the  best  co-operation,  sells  the  engine. 


48  AMERICAN  GAS  INSTITUTE. 

A   FEW   REMARKS. 

By  MR.  M.  NISBET  LATTA. 

Technically  speaking,  I  do  not  believe  there  are  any  "New  business 
Methods"  which  are  efficacious  in  our  work:— its  the  old  ones,  intelligently 
and  energetically  executed  that  do  the  work.  Once  I  heard  a  namesake 
rf  yours  remark  to  a  bunch  of  Newspaper  men  'Remember  Gentlemen, 
that  the  history  of  the  past  is  but  the  forecast  of  the  present  politics,  and 
present  politics  is  but  a  resume  of  past  history!' 
So  by  antithesis  we  progress,  our  progress  being 
Evolutionary  and  not  Revolutionary. 

Gradually  we  do  the  old  things  better  but  the 
basic  principles  remain  unaltered. 

There  is  one  evil  in  common  to  hair  tonic,  high- 
balls and  advertising,  viz.:  over-stimulation! 

This  is  one  of  the  most  grievous  sins  of  the 
modern  Gas  man.  Never  hit  a  gait  that  you  cannot  hold.  Don't  try  a 
hundred  yard  clip  in  the  beginning  of  a  mile  race ! 

Reaction  must  inevitably  ensue,  and  it  may  be  calculated  as  equal  to 
the  original  impulse  plus  the  attraction  of  gravity.  The  balance  is  in 
red  ink. 

There  is  to  my  mind,  no  improvement  on  a  first  class  ' '  follow  up ' '  system 
of  house  to  house  work  carefully  and  conscienciously  executed,  prompt 
and  thorough  attention  to  all  complaint  work,  whether  repair  instruction 
or  examination ;  Good  Service  in  both  quantity  and  quality  of  the  Gas 
supplied;  and  a  liberal  diplomatic  management. 

You  see  I  have  been  consistent  and  not  said  anything  New  either! 


COMMERCIAL   POLICY. 

By  MR.  E.  E.  MILLER. 

In  reply  to  your  question  of  successful  methods  and  ideas  for  obtaining 
new  business,  would  say :  My  experience  has  been  to  make  the  consumers 
feel  that  all  is  being  done  for  them,  that  the  company  is  not  in  business 


NEW  BUSINESS  METHODS.  49 

for  profit,  but  simply  for  their  sole  accommodation  and  benefit.  Never 
make  a  statement  you  cannot  verify;  it  is  far  easier  to  get  the  ill-will  of 
the  public  than  the  good.  If  for  any 
reason  the  consumer  doubts  the  effi- 
ciency of  any  appliance  you  recom- 
mend, then,  without  delay,  give  a 
practical  demonstration,  either  at 
your  show  room  or  at  his  home.  Never 
overlook  the  fact  that  all  women  are 
susceptible  to  flattery,  not  too  much 
but  just  enough  to  have  them  feel  you 
are  sincere ;  they  are  the  ones  to  im- 
press. 

Free  installation  of  service  and  fit- 
ting pipe,  and  a  gas  range  free  to 
every  consumer  who  agrees  to  use  a 

certain  number  of  dollars  worth  of  gas  per  annum  (this  can  be  estimated 
on  cost  of  range,  profit,  etc.).  A  deposit  of  50  per  cent  of  the  cost  of 
range  is  required,  to  be  handed  back  when  the  required  consumption  is 
reached.  The  result  will  be  that  in  endeavoring  to  own  the  range,  they 
will  use  gas  with  reckless  abandon ;  after  this  ownership  the  question  of 
economy  in  gas  consumption  will  be  practically  lost  sight  of  by  the  many 
nevf  advantages  discovered  in  its  use. 


METHODS. 

By  MK.  THOMAS  I).  MILLER. 

The  methods  to  be  adopted  in  the  conduct  of  a  New  Business  Depart- 
ment of  a  gas  company  must  of  necessity  vary  with  the  locality,  the 
character  and  habits  of  the  people,  lit  should  ever  be  borne  in  mind  that 
a  gas  company  is  a  semi-public  institution,  that  it  is  under  certain  obli- 
gations to  the  people  by  virtue  of  the  privileges  it  enjoys  at  the  hands  of 
the  public. 

The  nature  of  the  business  makes  it  monopolistic  to  the  extent  that 
competition  cannot  spring  up  mushroom-like,  but  must  ask  and  receive 
privileges  from  the  public  that  the  existing  gas  company  is  serving.  There- 
fore, it  is  very  desirable  that  the  serving  gas  company  should,  in  so  far 


50 


AMERICAN  GAS  INSTITUTE. 


as  possible,  keep  in  the  background  these  facts  and  conduct  the  business 
in  such  a  way  as  to  make  staunch  friends  and  supporters  among  its  cus- 
tomers, who  thereby  become  constitu- 
ant. 

This  spirit  must  of  necessity  per- 
meate all  departments  of  the  gas  com- 
pany or  the  New  Business  Department 
will  have  an  up-hill  business  all  the 
time. 

Perfect  frankness  with  customers, 
or  prospective  customers,  will  always 
have  a  good  effect,  make  friends  for 
the  company  and  establish  the  most 
essential  of  qualities,— confidence  in 
the  company. 

Perfect  frankness  with  customers, 
or  prospective  customers,  will  always 

have  a  good  effect,  make  friends  for  the  company  and  establish  the  most 
essential  of  qualities, — confidence  in  the  company. 

In  a  newspaper- reading  community,  the  daily  pa  pel's  become  a  good 
medium  for  advertising.  With  an  amusement-loving  public,  theater  pro- 
grams become  good  mediums.  In  a  city  with  excellent  street  car  accom- 
modations and  inter-urban  lines  well  patronized,  the  cars  become  a  good 
medium.  Circularizing,  mail,  bill  board  and  poster  methods  all  have 
their  value  and  the  most  subtle  work  of  the  advertising  manager  will  be 
in  selecting  his  mediums  and  the  distribution  of  his  matter  in  proportion 
to  their  value. 

But  all  advertising  should  be  followed  closely  and  vigorously  by  the 
affable  solicitor  and  disseminator  of  information. 

The  cooking  demonstration  is  very  effective  for  opening  a  campaign 
and  can  be  continued  with  profit,  if  suitable  locations  can  be  had  in  dif- 
ferent territory,  thus  enabling  the  reaching  cf  many  people  who  would 
not  make  the  trip  to  the  business  centers. 

The  most  desirable  user  of  the  gas  range  is  the  family  in  moderate  cir- 
cumstances doing  a  part  or  all  of  their  own  work.  This  class  will  include 
the  masses.  They  really  appreciate  the  value  of  gas  cooking  and  use  it 
economically,  thereby  making  steady  and  satisfactory  customers. 

Securing  new  business  should  mean  securing  good  business  that  will 
remain  and  become  old  business  and  paying  business.  As  a  rule  a  cus- 
tomer who  has  to  be  bought  is  not  profitable,  as  he  usually  will  not  re- 
main bought.  It  is  easy  to  increase  output,  if  that  is  the  only  object  in 
view.  But  increase  of  profitable  income  is  the  desiratum  of  the  NY\v 
Business  Department  and  the  retaining  on  the  bcoks  of  the  new  business 
obtained  is  the  ultimate  object.  Only  means  to  this  end  should  be  cm- 
ployed. 


NEW  BUSINESS  METHODS. 


DEVELOPING  A  CANVASSER. 


By  MR.  H.  F.  PARCHER. 

The  greatest  problem  in  securing  new  business  in  gas  today  is  to  find 
the  right  man  to  send  out  after  it.  One  reason  for  this  is  because  the 
canvasser  who  develops  the  required  amount  of  energy,  perseverance, 
courage,  judgment  and  tact  to  make  him  successful  does  not  usually  re- 
main long  in  his  position,  either  becoming  a  manager  himself  or  securing 
some  other  responsible  position. 

A  liberal  commission  will  hold  a  good  outside  man,  but  unfortunately 
it  is  very  likely  to  spoil  a  good  canvasser.     The  temptation  for  gas,  as 
well  as  other  specialty  salesmen  who 
expect   to    sell    to   one   customer    but 
once,   to   underestimate   the   consump- 
tion and  overestimate  the  efficiency  is 
very  great,  especially  to  the  man  on 
commission. 

The  tendency  that  many  canvassers 
have  to  promise  anything,  guarantee 
anything,  to  make  a  sale,  is  also 
largely  caused  by  the  fact  that  many 
managers  hire  a  man  for  a  short  sea- 
son in  summer,  with  the  understand- 
ing that  he  is  to  be  dropped  when  the 
range  business  begins  to  let  up.  Give 
the  man  the  promise  that  if  he  does  well  there  will  be  work  for  him  the 
year  round,  and  also  more  money,  and  with  a  little  coaching  it  is  possi- 
ble to  fire  his  ambition  until  he  displays  powers  of  personality  which  will 
surprise  you. 

Personally  we  believe  that  the  best  canvassers  can  be  rounded  up  from 
the  fitting  staff.  They  know  the  methods,  they  know  the  system,  and 
they  know  the  goods.  Every  purchaser  can  tell  in  about  a  minute  that 
he  is  doing  business  with  a  practical  man,  and  his  confidence  increases 
accordingly.  Almost  every  company  has  some  men  who  take  pride  in 
doing  anything  that  they  are  told  to  do  better  than  it  was  ever  done  be- 
fore. Those  men  can  be  developed. 

Don't  be  too  sparing  of  your  commendations.  The  anticipation  of  the 
praises  of  the  company  is  the  first  pleasurable  thought  that  flashes  through 
the  mind  of  every  canvasser  when  he  does  a  particularly  good  stroke  of 
business.  It  also  cultivates  enthusiasm,  without  which  Emerson  writes, 
1 '  Nothing  great  was  ever  achieved, ' '  and  cheerfulness  which  is  his  ' '  Open 
Sesame"  at  any  closed  door  or  manager's  office,  and  also  to  the  customer's 
heart. 

If  there  is  competition  in  your  town,  infuse  into  the  mind  of  your 
canvasser  the  idea  that  the  electric  company  is  giving  you  a  hot  race, 


52  AMERICAN  GAS  INSTITUTE. 

and  it  is  up  to  him  to  win  out  for  you.  Induce  him  to  learn  something- 
about  the  other  fellow's  goods,  what  constant  and  maximum  demand 
mean,  why  one  man  gets  an  eighteen  cent  rate  and  his  neighbor  an  eight 
cent  one.  Get  him  to  dig  up  new  fields  where  the  other  fellow  has  not 
been.  Most  canvassers  naturally  work  along  the  lines  of  least  resistance, 
touching  only  on  the  high  places,  which  is  simply  snapping  customers. 
The  hardest  customers  to  secure  are  the  ones  who  usually  stay  longest. 
And  squeeze  the  lemon  dry,  the  canvasser  who  covers  the  most  territory 
in  a  day,  spoils  the  most.  Have  him  take  a  look  in  everywhere,  espe- 
cially the  factories.  He  is  almost  sure  to  see  a  lead,  if  he  has  studied 
the  factory  end,  and  he  will  commence  to  realize  that  the  possibilities 
are  unlimited,  that  as  the  company  progresses  he  will  progress,  until  as- 
sisted by  your  suggestions  your  canvasser  will  develop  an  ambition*  which 
will  be  one  of  the  strongest  elements  in  the  winning  of  success  for  the 
company  and  himself. 


THE  GAS  ENGINEER  OF  A  QUARTER  CENTURY  AGO. 

"Lesl   We  Forget." 
By  MR.   FRED.  R.   PERSONS. 

The  gas  business  of  twenty-five  years  ago  was  not  divided  and  sub- 
divided into  departments,  headed  by  a  man  trained  and  educated  in  his 
particular  line  of  work.  The  secretary  attended  to  everything  that  con- 
cerned the  office,  only  winked  at  complaints  and  never  listened  to  kicks. 

The  engineer  attended  to  the  bal- 
ance of  business  that  came  up  in 
connection  with  the  business.  He 

^^•^  He  was  chemist,  purchasing  agent, 

in  charge  of  street,  main,  services, 
and  meter  departments.  He  was 
always  a  diplomat  and  never  had 
office  hours  except  holidays,  Sun- 
days and  Saturday  evenings.  The 
technical  education  in  most  cases 
had  been  neglected  but  he  was  ex- 
ceedingly long  on  experience  and 
full  of  resources.  Gas  associations 
derstand  where  they  could  be  benefited  by  attending  an  association 
meeting  and  mingling  with  other  gas  engineers.  They  rather  mistrusted 


NEW  BUSINESS  METHODS.  53 

that  the  oother  fellow  would  absorb  some  knowledge  from  them  if  they 
met  in  social  intercourse.  The  gas  engineers  of  a  decade  ago  who  are 
living  now  are  universally  found  at  our  conventions,  and  are  fully  appre- 
ciated for  their  knowledge  and'  sterling  worth.  Long  may  these  men  live 
to  number  in  the  list  of  active  members  in  the  American  Gas  Institute. 
We  are  traveling  pretty  fast  today  in  all  departments  of  business.  We 
are  pretty  much  absorbed  by  the  questions  of  "detail  of  manufacture," 
"sales,"  "output  per  capita."  Will  a  few  moments  of  retrospective  view 
burden  us?  We  hope  that  some  time  in  the  near  future  that  the  Ameri- 
can Gas  Institute  will  be  blessed  with  a  permanent  home.  Can  we  not 
have  a  hall  of  fame  for  gas  engineers,  at  least,  who  have  served  well  and 
faithfully  in  their  chosen  profession?  There  are  many  men  among  those 
who  have  "gone  to  the  great  beyond,"  the  record  of  whose  lives'  acts 
would  dignify  the  marble  of  the  Hall  of  Fame. 

August  25th  when  the  editor  of  this  department  wrote,  "You  can  rest 
assured  that  an  article  on  this  subject  would  be  appreciated,"  the  writer 
had  little  thought  that  the  task  would  be  made  so  difficult  by  the  sudden 
death  of  my  faithful  friend,  that  grand  man,  Charles  R.  Faben,  Jr.  His 
death  was  a  calamity  to  his  home  city.  The  same  must  and  does  exist 
among  his  friends  all  over  this  country.  Many  names  will  grace  the 
tablets  in  the  Hall  of  Fame,  but  I  doubt  if  any  name  will  command  more 
reverence  and  respect  than  the  name  of  Charles  R.  Faben,  Jr.  The  eu- 
logies of  the  men  who  have  gone  before  have  all  been  spoken  in  tender 
terms  by  loving  friends.  We  will  attempt  only  a  list  of  names  that  may 
form  the  nucleus  for  a  complete  list. 

Any  list  would  not  be  complete  unless  headed  by  the  names  of  the 
stalwart,  grand  men  from  New  York  City :  General  Chas.  Roome.  Jos- 
eph R.  Thomas,  Captain  William  Henry  White. 

A.  W.  Richardson,  North  Adams,  Massachusetts. 

Fred  H.  Odiorne,  Boston,  Massachusetts. 

W.  W.  Greenough,  Boston,  Massachusetts. 

Alfred  M.  Eaton,  Nashua,  Massachusetts. 

Henry  B.  Leach,  Taunton,  Massachusetts. 

Geo.  B.  Neal,  Charleston,  Massachusetts. 

Win.  K.  Park,  Philadelphia,  Pennsylvania. 

M.  W.  Caughey,  Erie,  Pennsylvania. 

James  H.  Collins,  Philadelphia,  Pennsylvania. 

James  McCutcheon,  Pittsburg,  Pennsylvania. 

J.  H.  McElroy,  Pittsburg,  Pennsylvania. 

Geo.    A.    Mcllheney,    Washington. 

Oscar  Lillikoffer,   New  York. 

James  Stade,  New   York. 


54  AMERICAN  GAS  INSTITUTE. 

Win.  A.  Stedman,  New  York. 

Thos.  Rittlehaus,  New  York. 

Charles  Blodgett,  New  York. 

Joseph  Flannery,  New  York. 

John  Tracy,  New  York. 

-John  Herron,  New  York. 

Wm.  C.  Adams,  Richmond,  Virginia. 

Eugene  Vanderpool,  New  Jersey. 

C.  A.  Bennett,  Jr.,  New  Jersey. 

Thomas  Currey,  Wilmington,  Delaware. 

Samuel  G.  Stiness,  Pawtucket,  Rhode  Island. 

A.  B.  Slater,  Sr.,  Providence,  R.  I. 

General  Andrew  Heckenloper,  Cincinnati,  Ohio. 

John  Fullager,   Cincinnati,   Ohio. 

L.  W.  Wells,  Canton,  Ohio. 

Robe.  T.  Corndale,  Cincinnati,  Ohio. 

Peter  DeMill,   Sr.,   Detroit,   Michigan. 

Peter  DeMill,  Jr.,  Detroit,  Michigan. 

J.  H.  Douglas,  Ann  Arbor,  Michigan. 

Thomas  Gilbert,  Grand  Rapids,  Michigan. 

Thomas  Smith,  Grand  Rapids,  Michigan. 

Theobald  Forestall,  Chicago,  Illinois. 

Thomas  Butterworth,  Rockford,  Illinois. 

E.  0.  King,  Jacksonville,  Illinois. 
Edward  J.  King,  Jacksonville,  Illinois. 
Peter  Coffee,  Peoria,  Illinois. 

James  M.  Starr,   Indiana. 

James  Summerville,  Indiana. 

Edward  H.  Jenkins,  Indiana. 

Geo.  H.  Wells,  Nashville,  Tennessee. 

Chas.  R.  Faben,  Sr.,  Milwaukee. 

Jos.  B.  Crockett,  San  Francisco,  California. 

John  Atchinson,   St.  Paul,  Minnesota. 

Harvey  Brown,  Minneapolis,  Minnesota. 

Robert   Spencer,   Burlington,  Iowa. 

Ross  Woodmansee,  Davenport,  Iowa. 

C.  H.  Nash,  St.  Louis,  Missouri. 

James  Montgomery,   Sedalia,  Missouri. 

F.  E.   Beck,  Galveston,   Texas. 

These  names  and  many  others  were  prominent  in  the  gas  industry  a 
decade  ago  and  their  names  should  be  entitled  to  a  place  on  the  roll  of 
honor. 


NEW  BUSINESS  METHODS.  55 

NEW  BUSINESS    METHODS. 
By  MR.   EDWARD  G.   PRATT. 

I  have  given  considerable  thought  and  study  to  this  question  for  a 
number  of  years,  and  while  it  is  a  subject  that  is  ever  present  there  is 
always  something  new  in  connection  with  it  that  gives  an  added  interest 
to  the  work. 

Ideas  and  methods  that  were  advanced  and  employed  a  few  years  ago 
for  the  purpose  of  securing  business,  would  be  looked  upon  now  as  very 
tame,  indeed.  At  a  period,  say  ten 
years  ago,  gas  companies  became  lib- 
eral in  their  methods  of  extending 
and  securing  business  by  extending 
mains  liberally,  making  free  service 
connections,  selling  appliances  and 
burners  at  less  than  cost  and  con- 
tributing the  labor  for  the  connecting 
and  putting  on  of  same.  Some  money 
was  spent  in  advertising,  but  very  lit- 
tle in  soliciting.  The  thing  which  ap- 
pealed to  the  public  was  the  repeated 
statements  of  gas  companies  that  gas 
consuming  devices  were  sold  at  Less 

than  cost.  These  statements,  however,  although  they  were  true,  were  re- 
ceived with  a  large  degree  of  doubt.  The  thing  which  did  appeal,  how- 
ever, was  the  idea  that  something  wras  to  be  obtained  for  nothing  in  the 
shape  of  a  free  service  pipe.  This  one  thing,  in  my  judgment,  con- 
tributed original^  more  to  the  extension  of  the  use  of  gas  in  cities  and 
towns  than  any  other  one  thing,  because  it  enabled  the  tenant  to  become 
a  gas  consumer  who  would  not  and  probably  could  not  at  his  own  expense 
run  a  service  pipe,  pipe  his  house  for  light,  and  purchase  and  connect 
a  gas  range;  and  the  landlord  would  not  do  it  because  gas  had  not  then 
become  enough  of  a  necessity  to  compel  him  to  furnish  such  conveniences 
for  his  tenant.  All  this  is  now  changed,  and  because  the  pioneer  work  of 
the  gas  company  has  educated  people  to  the  use  of  gas;  the  tenant  is  a 
consumer  because  he  has  learned  of  its  convenience  and  economy  and 
therefore  it  has  become  a  necessity,  and  the  landlord  has  discovered, 
through  the  education  that  has  been  given  to  the  tenant,  that  in  order 
to  rent  his  houses  he  must  furnish  such  conveniences  as  gas  in  order  to 
find  a  tenant — because  he  is  in  competition  with  the  landlord  who  will. 
So  much  by  way  of  prelude. 

Having  gone  through  this  pioneering  period,  a  somewhat  different  con- 
dition of  affairs  exists.  People  have  become  educated,  the  landlord  real- 
izes what  is  for  his  interest,  the  tenant  has  discovered  that  gas  is  as  eco- 
nomical if  not  more  so  than  any  other  fuel,  and  we  find  we  are  able  to 


56  AMERICAN  GAS  INSTITUTE. 

withdraw  here  and  there  the  extremely  liberal  notions  which  prevailed 
for  extending  the  use  of  gas  and  we  find  ourselves  gauging  progress  in 
this  direction,  not  by  the  number  of  miles  of  mains  which  have  been 
laid,  or  service  connections  made,  or  appliances  set,  or  meters  connected, 
but  by  the  volume  of  profitable  business  which  has  been  secured. 

And  how  is  this  to  be  distinguished  from  former  methods,  and  how  is 
it  to  be  accomplished?  By  systematic  work.  That  is  to  say,  by  knowing 
who  does  and  who  does  not  use  gas  and  for  what  purpose  if  used,  and 
if  not,  why  not?  By  keeping  before  the  public,  all  the  time,  the  many 
appliances  to  which  gas  can  be  applied  and  continuous  demonstrations 
of  its  application. 

Advertising  is  a  great  feature  of  our  business,  but  advertising  without 
demonstration  is,  in  my  judgment,  of  little  value.  By  demonstration  I 
do  not  mean  what  is  commonly  known  as  cooking  demonstrations,  but 
every  gas  company  in  a  town  or  city  of  any  size  should  somewhere  have 
space  devoted  to  a  display  of  any  gas  consuming  appliances  that  can  be 
used  in  that  community  where  demonstrations  can  be  given  if  necessary. 
Another  "demonstration"  which  I  would  recommend  is  the  plan  of  fol- 
lowing up  sales  cf  all  gas  consuming  appliances  by  someone  competent 
in  their  respective  line  so  as  to  insure  satisfaction  to  the  consumer;  same 
would  apply  to  the  lighting  service  either  fcr  the  ordinary  flat  flame 
burner,  the  incandescent  burner,  or  the  arc  lamp. 

The  best  method  I  have  discovered  of  getting  new  business  is  to  take 
the  best  possible  care  of  the  old.  I  am  in  favor  of  frequent  inspection 
and  supervision  of  the  service  which  we  are  giving  and  for  this  reason  the 
districting  of  a  town  or  city,  the  placing  of  a  representative  in  charge  of 
each  district  and  making  him  responsible  not  alone  for  new  business,  but  to 
some  extent  for  the  service  given  in  that  district,  appeals  to  me  as  much  for 
this  purpose  as  for  any  other.  Of  course  the  district  representative  has 
at  hand  the  means  of  increasing  the  profitable  business  of  his  particular 
district  because  after  a  while  he  becomes  comparatively  familiar  with  the 
uses  to  which  gas  is  applied  by  the  different  ones  in  his  district  and  can 
concentrate  his  efforts  toward  securing  business  that  is  profitable:  that 
is  to  say,  business  which  does  not  require  any  considerable  investment 
to  secure. 

Advertising,  to  be  of  any  value,  must  be  conducted  by  someone  who 
knows  how  to  advertise.  It  must  be  judicious,  unique,  crisp  and  original 
in  its  character,  and  to  attract  attention,  which  is  about  all  there  is  to 
advertising,  it  should  be  a  little  different  from  that  attempted  by  anyone 
else.  As  to  specializing,  it  does  not  follow  because  a  representative  is 
good  at  securing  consumers  for  light,  or  gas  ranges  and  other  domestic 
appliances,  that  he  can  interest  customers  in  the  use  of  gas  for  hotel, 
industrial  or  power  purposes.  For  these  purposes  specialists  seem  to  be 
required  because  of  the  necessity  of  giving  intelligent  information  in  con- 
nection with  these  larger  uses  to  which  gas  can  be  applied. 


NEW  BUSINESS  METHODS. 


GENERAL  PUBLICITY  AS  A  SOURCE  OF  PROFIT  FOR 
GAS   COMPANIES. 

By  MR.  J.  M.  ROBB. 

The  purpose  of  this  paper  is  to  direct  attentirn  to  the  necessity  and 
value  of  persistently  presenting  to  the  public  the  benefits  our  business 
brings  to  our  communities,  as  they  appear  from  our  point  of  view,  the 
efforts  we  are  making  to  give  our  customers  a  square  deal,  and  the  thou- 
sand and  one  details  of  our  business,  so  familiar  to  us  that  -we  never  con- 
sider them  worthy  of  comment,  but  of 
which  ninety-nine  and  one-half  per 
cent  of  our  customers  are  in  complete 
ignorance. 

Gas  men,  above  all  others,  cannot 
afford  to  hide  their  light  under  a 
bushel. 

Of  specific  advertising,  that  which 
is  intended  to  directly  boost  the  sale 
of  appliances,  and  so  increase  the  vol- 
ume cf  our  business,  there  is  no  lack. 
Also,  every  man  of  us  is  convinced 
of  the  great  and  ever  increasing  value 
of  a  favorable  public  opinion.  We 
all  make  strenuous  efforts  to  better  our  service,  but  most  of  us  never  think 
cf  publicly  calling  attention  to  our  good  work,  unless  we  are  attacked  and 
compelled  to  do  so.  That  this  sort  of  general  publicity  is  valuable  is  am- 
ply proven  by  its  adoption  by  nearly  every  public  utility  called  upon  to 
justify  its  methods  and  practices. 

Admitting  its  worth  under  such  conditions  makes  plain  the  necessity 
for  every  man  responsible  for  the  welfare  of  a  gas  undertaking,  to  give 
this  phase  of  the  business  serious  consideration,  with  the  view  of  persist- 
ently and  energetically  advertising  to  his  customers,  present  and  pros- 
pective the  worth  of  his  efforts  to  serve  them. 

Attempting  to  constantly  live  in  the  public  eye,  so  that  our  good  work 
may  be  known,  will  to  a  very  great  extent  prevent  nervousness  when  the 
muck  rakers  turn  on  the  searchlight  and  this  alone  would  be  an  ample 
return  for  the  work  involved. 

Too  many  of  us  fail  to  reach  our  public,  except  to  a-  limited  extent 
through  cur  advertisements  and  our  monthly  bills.  It  has  always  seemed 
to  me  that  if,  once  or  twice  a  month  in  between  bills,  by  means  of  pos- 
tals, neAvs  letters  or  bulletins,  such  as  I  will  describe  further  on.  we 
directed  our  customers'  attention  to  our  work,  cur  bills  would  come  less 
as  a  shock.  The  reminders  would  serve  to  foster  a  lively  sense  of  value 
received  and  so  tend  to  offset  the  prevailing  popular  opinion  that  the  gas 
business  is  all  profit— merely  the  making  out  and  collecting  of  our 
monthly  bills. 


58  AMERICAN  GAS  INSTITUTE. 

Bight  here  it  seems  proper  to  make  a  protest  against  the  use  of  the 
word  cotisumer  in  place  of  customer,  in  referring  to  our  patrons. 

Words  have  a  power  of  suggestion  which  we  do  not  fully  appreciate. 

Consumer  dees  not  imply  the  necessity  for  an  endeavor  to  please  that 
customer  does. 

Think  a  moment  and  analyze  the  mental  effect  of  the  two  words. 

"A  Consumer."  One  who  consumes  our  product.  The  word  fails  to 
suggest  that  we  owe  him  any  special  consideration. 

"A  Customer."  One  who  gives  us  his  business  as  a  favor  and  to  hold 
his  good  will  we  must  exert  every  effort  to  please  him,  so  he  will  not 
take  his  business  elsewhere. 

Doesn't  it  seem  this  way  to  you? 

Let  us  drop  the  word  consumer  and  always  think  and  speak  of  cus- 
tomers when  considering  or  discussing  our  patrons. 

If  our  business  were  like  a  retail  mercantile  business,  where  the  cus- 
tomers come  to  a  store  and  select  what  they  desire  from  a  great  stock 
and  where  they  can  observe  the  machinery  of  the  business  that  supplies 
their  wants,  there  would  be  less  occasion  to  urge  more  publicity.  Yet 
if  you  will  but  study  the  advertising  and  the  methods  of  the  successful 
retail  stores  you  will  soon  note  the  strenuous  effort  to  make  the  customers 
observe  the  striving  to  serve  them  better  and  still  better. 

When  you  think  how  the  great  majority  of  our  customers  have  dealings 
with  us  only  when  they  pay  or  dispute  their  bills,  you  will  not  wonder 
at  their  ignorance  of  our  methods  and  their  easy  credence  of  every  silly 
newspaper  article  concerning  us.  Such  consideration  will  also  convince 
you  of  the  great  need  for  immediate,  united  and  earnest  effort  for  their 
proper  education. 

For  example :  Do  you  think  that  our  gas  meters  today  would  be  a  stock  in 
trade  byword  for  lying  and  exaggeration  if  we  and  our  predecessors  in 
the  business  had  as  persistently  advertised  the  facts  as  to  our  meters  un- 
equalled record  for  accuracy,  as  the  space  writers  have  written  up  the 
other  side? 

There  are  almost  as  many  methods  of  bringing  about  this  popular  edu- 
cation as  there  are  men  in  the  business. 

If  you  appreciate  the  value  of  such  educational  effort  and  go  earnestly 
about  it,  you  will  easily  find  ways  and  means  for  carrying  on  your  share 
of  the  work. 

Naturally,  your  newspapers  will  be  your  first  thought  in  planning  a 
campaign  of  general  publicity. 

I  know  a  grocer  who,  to  advertise  a  large  store  he  had  just  opened, 
bought  a  column  on  the  telegraph  page  of  the  leading  daily  paper  in 
his  town.  He  kept  this  column  filled  with  news  of  his  store,  what  he 
was  doing  and  going  to  do  for  his  customers,  although  he  naturally  de- 
voted considerable  space  to  his  goods  and  the  prices  at  which  he  offered 
them. 


NEW  BUSINESS  METHODS.  59 

It  has  often  occurred  to  me  that  many  gas  men  could  follow  this  ex- 
ample with  much  profit  to  themselves.  Such  general  publicity  would 
cost  heavily  in  money  and  energy,  but  rightly  followed  up  it  would  pay 
large  returns  to  us,  just  as  it  did  the  grocer. 

Many  instances  might  be  cited  where  the  advertising  columns  of  our 
papers  have  been  used  to  good  advantage  for  general  publicity  in  other 
lines  of  business. 

Among  the  more  recent  cases  are  the  meat  packers.  You  all  know  the 
effort  they  made  when  they  were  under  the  scrutiny  to  build  a  favorable 
public  opinion  and  I  think  you  will  admit  that  their  efforts  met  with 
some  success. 

The  point  I  wish  to  make  is,  if  this  sort  of  general  publicity  pays  in 
times  of  stress,  how  much  more  profitable  it  would  be  to  anticipate 
events  and  make  the  public  view  conditions  as  we  see  them  before  the 
agitators  •  get  busy  and  bias  its  vision. 

A  prominent  man  in  the  gas  business  said  recently,  "that  gas  men, 
generally,  have  not  yet  reached  the  point  wrhere  they  are  willing  to  cast 
their  bread  upon  the  waters." 

That  apparently  is  so,  but  if  the  signs  of  the  times  mean  anything, 
there  will  soon  be  many  cf  us  to  sorrowfully  regret  that  wre  failed  to 
make  an  earlier  start  at  bread  casting. 

I  think,  too,  that  we  gas  men  generally  make  too  little  effort  to  mix 
with  our  newspaper  men,  see  things  as  they  see  them  and  make  them 
view  matters  of  mutual  concern  as  they  appear  to  us. 

Freely  giving  to  our  newspaper  men  all  the  news  items  that  come  our 
way  would  give  us  the  right  to  insist  upon  being  correctly  quoted  and  also 
afford  us  the  opportunity  to  sometimes  have  our  plans  written  up  in  a 
way  that  could  not  fail  to  help  us. 

Newspaper  and  gas  men  have  the  same  human  nature  and  it  occurs  to 
me  that  our  newspaper  friends  sometimes  feel  compelled  to  attack  us 
just  to  show  how  little  the  advertising  we  give  them  influences  their  ac- 
tions. 

It  also  seems  to  me  that  the  business  generally  would  be  decidedly 
helped  if  less  were  said  about  our  advertising  serving  a  double  purpose 
and  more  emphasis  were  placed  upon  the  increased  patronage  brought  us 
by  the  newspaper  space  wre  buy.  "One  good  turn  deserves  another," 
you  kuowr. 

A  monthly  bulletin  distributed  at  any  time  during  the  month,  except 
when  gas  bills  are  being  delivered,  could  be  made  to  do  heroic  service 
in  the  interests  of  general  publicity. 

I  do  net  mean  such  bulletins  as  Ben  Block  has  in  mind  in  his  letter 
printed  in  "Progressive  Age"  of  August  15,  1906.  But  a  monthly  bul- 
letin describing  in  each  issue  in  plain,  clear  cut  talks,  some  part  of  our 
work,  especially  that  which  most  immediately  concerns  our  customers,  and 
which  would  not  directly  solicit  business  nor  advertise  appliances;  that 


60  AMERICAN  GAS  INSTITUTE. 

is  different  from  anything  now  being  put  out  and  I  think  its  value  would 
be  unquestioned. 

Such  a  bulletin  would  have  to  be  gotten  up  especially  for  the  company 
using  it,  but  by  working  an  exchange  arrangement,  such  as  that  followed 
by  the  newspapers,  any  wide-awake  gas  man  could  secure  enough  new 
ideas  to  make  a  bulletin  of  this  sort  hold  his  customers'  interest  continu- 
ously. Of  course  it  would  take  each  day  some  of  the  busy  manager's 
already  overcrowded  time  to  handle  this  matter,  but  when  you  estimate 
the  good  results  arising  from  the  work,  assuming  of  course  that  the  ser- 
vice you  are  selling  is  what  it  should  be,  can  you  see  where  the  time  and 
energy  so  spent  would  produce  any  greater  returns? 

Such  a  bulletin  could  tell  how  our  gas  is  made  and  delivered,  the  ex- 
traordinary precautions  taken  to  insure  a  constant  uninterrupted  supply 
of  a  good  quality  of  gas;  how  our  meters  are  read,  their  unequalled  rec- 
ord as  accurate  measuring  machines,  the  pains  we  take  to  keep  them  reg- 
istering accurately;  how  their  accuracy  is  proved;  how  we  figure  our 
bills,  and  what  great  care  is  exercised  to  prevent  mistakes;  also  how  mis- 
takes occur  and  how  little  likelihood  exists  for  injustice  to  our  customers. 

The  very  small  number  of  mistakes  made,  in  comparison  with  the  vol- 
ume of  business  handled  and  in  comparison  with  any  other  retail  busi- 
ness, would  furnish  a  subject  for  an  instructive  article. 

The  methods  used  in  handling  complaints  could  be  described,  and  occa- 
sionally the  history  of  some  unusual  complaint,  with  the  story  of  its  in- 
vestigation and  settlement,  could  be  written  up. 

Short  descriptions  of  the  men  handling  the  customers'  work  could  be 
given,  together  with  their  photographs.  This  would  soon  result  in  every 
customer  becoming,  to  a  certain  extent,  familiar  with  the  men  doing  his 
work. 

It  seems  to  me  that  with  a  little  thought  the  matter  could  be  so  handled 
that  the  whole  community  would  soon  have  a  much  better  idea  of  the 
work  necessary  to  supply  its  demand  for  gas. 

A  postal  campaign  of  inquiry  as  to  our  customers'  opinion  of  the  ser- 
vice we  are  selling,  such  as  some  companies  have  conducted,  would  also 
be  a  benefit  to  every  gas  company  undertaking  it. 

At  a  time  of  the  year  when  the  shop  work  is  slack,  say  in  the  early 
spring,  return  postals  could  be  sent  to  every  customers,  requesting  a  re- 
port of  any  trouble  experienced  with  the  gas  service  or  any  complaint  be- 
cause of  it. 

The  replies  will  develop  many  surprises,  and  I  am  sure  they  will  not 
all  be  of  an  unpleasant  nature. 

Such  an  inquiry  conducted  once  a  year,  with  the  replies  carefully 
tabulated,  followed  up  and  filed,  would  furnish  information  of  excellent 
advantage  in  many  ways. 

Such  data  would  be  especially  useful  to  convince  our  municipal  gov- 
ernments of  the  value  of  our  service,  shou!d  they  be  disposed  to  <|u»-s- 
tion  it. 


BUSINESS  METHODS.  61 

Not  the  least  benefit  would  be  the  good  effect  of  such  an  inquiry  upon 
our  complaint  men. 

Another  profitable  practice,  it  seems  to  me,  would  be  to  insist  on  our 
solicitors  chasing  down  to  their  source  rumors  of  overcharges,  unfair 
treatment,  etc.,  and  then  if  the  resulting  investigation  developed  sufficient 
grounds,  make  adjustments  and  settlements. 

A  method  of  general  publicity  which  should  be  in  general  use,  is  to 
have  visitors'  days  at  our  works.  Say  once  or  twice  a  month  we  invite 
the  general  public  to  make  an  inspection  of  our  plants  and  detail  our 
solicitors  to  act  as  guides  and  instructors  for  the  visitors. 

Don't  you  think  such  a  practice  would  be  a  mutual  benefit  to  every 
one  concerned? 

The  benefit  of  a  house-to-house  inspection  of  our  customers'  appliances 
can  also  be  considered  under  general  publicity.  If  possible,  such  an  in- 
spection should  be  conducted  with  an  attractively  painted  wagon  (an 
automobile  would  draw  more  attention),  well  stocked  with  burners,  man- 
tles and  small  appliances  of  every  description,  so  that  our  possible  cus- 
tomers will  also  be  compelled  to  note  the  efforts  we  are  making  to  further 
our  customers'  interests. 

The  education  of  cur  public  can  be  still  further  advanced  by  getting 
our  men  together  frequently  and  discussing  the  conduct  of  our  business. 

In  these  meetings  extraordinary  effort  must  be  made  to  make  the  men 
consider  our  customers  as  partners  in  the  business  and  to  realize  that  it 
is  their  money  which  pays  our  wages,  salaries  and  dividends. 

AVe  should  discourage,  by  every  means  at  hand,  any  evidence  of  ridi- 
cule in  discussing  customers'  mistakes,  ignorance  and  complaints  among 
ourselves.  This  is  imperative  if  we  wish  our  customers  to  believe  that 
their  best  interests  are  receiving  our  serious  and  undivided  attention, 
and  if  we  want  our  men  to  appreciate  that  we  are  in  earnest  about  giv- 
ing our  customers  what  they  want,  when,  where  and  how  they  want  it, 
so  far  as  it  can  be  done  without  prejudice  to  the  other  partners  in  the 
business. 

Our  people  must  be  compelled  to  appreciate  the  injury  to  the  whole 
business  for  any  one  in  it  to  have  the  attitude  of  mind  the  phrase  "the 
dear  public"  implies. 

If.  among  our  men,  there  is  one  who  cannot  do  this,  we  would  do  well 
to  dispense  with  his  services  at  once. 

Our  business  is  properly  called  a  public  utility  business,  and  I  am  con- 
vinced that  the  best  weapon  to  fight  the  growing  tendency  towards  muni- 
cipal ownership  is  the  fostering  among  every  man  connected  with  our 
work,  of  a  lively  appreciation  of  the  sentiments  advanced  here,  together 
with  a  long  continued,  united  effort  to  make  our  public  realize  that  this 
feeling  among  us  is  genuine  and  sincere. 

It  is  not  enough  for  us  to  exert  every  energy  to  improve  our  service 
and  sell  it  for  the  lowest  price.  If  we  stop  here,  our  work  is  but  half 
done.  We  must  persistently  and  consistently  use  every  legitimate  means 


62  AMERICAN  GAS  INSTITUTE. 

at  our  command  to  acquaint  our  customers  and  possible  customers  with 
the  good  work  we  are  doing  for  them,  to  educate  them  to  appreciate  the 
value  of  the  service  we  are  selling  and  to  compel  them  to  realize  that  we 
are  as  anxious  to  give  them  a  square  deal  as  they  are  to  receive  it. 


EFFECT  OF  BETTER  APPLIANCES  ON  GAS   SALES. 

By  MR,  H.   D.   SCHALL. 

Replying  to  your  favor  of  the  15th  inst.,  with  reference  to  promotion 
of  gas  sales,  I  am  always  willing  to  do  my  little  part  if  the  material 
which  comes  under  my  limited  observation  may  be  of  assistance  to  you. 

I  refer  particularly  to  modern  methods  of  pushing  gas  business  as  ap- 
plied to  the  higher  standard  of  gas  appliances  demanded  from  the  manu- 
facturer. 

The  attention  of  various  progressive  gas  companies  in  the  West  several 
years  ago  was  drawn  to  the  fact  that  the  better  class  of  customers  on 
their  books,  people  who  live  in  modern  homes  where  the  kitchen  is  heated, 
were  as  a  rule  the  poorest  consumers  of  fuel  gas. 

A  thorough  investigation  was  made  to  find  the  reason  for  this  condi- 
tion, the  character  and  size  of  gas  appliances  in  use,  and  the  means  to 
increase  the  consumption  of  gas  with  this  class  of  consumer. 

A  careful  analysis  of  reports  made  by  their  various  agents  disclosed 
the  following  objections  to  the  exclusive  use  of  gas  for  fuel  : 

Appliances  inadequate  for  their  requirements.  Other  fuels  better  and 
cheaper.  Not  necessary  to  have  modern  appliances  where  servants  are 
used. 

The  general  character  of  the  reports  demonstrated  a  lack  of  informa- 
tion regarding  the  convenience  and  economy  of  gas  when  used  exclusively 
for  fuel. 

A  vigorous  campaign  was  started  at  once  to  secure  this  business.  The 
16-inch  oven  in  the  standard  type  of  range  was  discarded  for  the  larger 
size,  even  for  promotion  work,  as  the  former  was  found  too  small  for 
general  use  and  the  demand  was  made  on  the  manufacturers  for  a  bet- 
ter and  more  modern  type  of  appliances. 

The  results  obtained  were  flattering  and  exceeded  the  hopes  of  the  gas 
companies.  A  very  handsome  increase  in  consumption  was  secured. 

The  elevated  oven  and  cabinet  ranges  developed  by  this  campaign 
became  popular,  extending  to  all  classes  and  have  come  to  stay. 

The  excellent  pioneer  work  of  Mr.  Henry  L.  Doherty  in  this  direction, 
who  has  always  been  an  advocate  of  a  high  class  of  appliances,  believ- 
ing that  better  service  is  derived  with  only  a  slight  increase  in  the  con- 
sumption of  gas  was  more  satisfactory  to  the  consumer  in  every  way  and 


NEW  BUSINESS  METHODS.  63 

also  the  gas  companies.  That  this  is  true  is  very  evident  from  the  pres- 
ent increased  demand  from  numerous  gas  companies  for  these  larger  and 
better  grade  goods.  . 


IMPORTANCE  OF   KNOWING  CONSUMPTION   OF   PRESENT 
CONSUMERS. 

By  MR.  H.  H.  SCOTT. 

It  is  apparent  that  there  must  be  some  good  reasons  why  some  gas  com- 
panies sell  five  thousand  feet  of  gas  per  capita  per  annum  while  other 
companies  sell  one  to  two  thousand  feet  per  annum,  other  than  the  apolo- 
gies usually  offered,  namely,  local  conditions,  etc.  Doubtless  a  report  on 
methods  employed  in  cultivating  business  from  a  number  of  companies  of 
the  first  class  and  a  similar  report 
from  the  latter  class  would  show  the 
reasons  for  the  difference  in  a  general 
way. 

In  all  companies  there  are  a  large 
number  of  consumers  who  use  a  very 
small  amount  of  gas.  It  is  also  doubt- 
less true  that  the  management  of 
many  companies  are  not  familiar  with 
the  possibilities  of  increasing  their 
gross  business  from  this  class  of  con- 
sumers. 

An  analysis  of  consumers  sometimes 
brings  to  light  these  possibilities.  A 
further  investigation  of  appliances  in  use  by  these  consumers,  showing 
class,  condition,  approximate  dates  installed,  etc.,  accompanying  such  an 
analysis,  may  reveal  one  of  several  causes  for  a  low  consumption  per 
capita. 

Assuming  a  properly  organized  commercial  department,  one  way  to  in- 
crease the  consumption  of  gas  may  therefore  be  summarized  as  follows  : 

Analyze  present  consumers  and  classify  according  to  consumption. 

List  appliances  used  by  the  small  users,  obtaining  a  complete  record, 
such  as  has  been  previously  referred  to. 

Induce  the  small  users  to  install  suitable  appliances. 

Pay  solicitors  a  percentage  of  the  actual  gross  increase  on  business  ob- 
tained from  present  consumers;  this  bonus  to  be  paid  on  a  six  months' 
basis,  like  periods  to  be  compared. 

If  the  city  is  divided  into  districts,  a  report  from  each  district,  show- 
ing comparison  with  previous  year  each  month,  will  show  the  progress 
that  is  being  made. 


64  AMERICAN  GAS  INSTITUTE. 

THE  NEW  BUSINESS  DEPARTMENT. 

By  MR.  J.  D.  SHATTUCK. 

By  all  means  have  a  New  Business  Department  in  charge  of  a  man 
who  has  demonstrated  that  he  can  get  business.  Give  him  the  widest 
possible  latitude  to  carry  on  that  business  according  to  his  own  ideas. 
Advise  with  him  frequently,  take  him  into  your  confidence  and  show 
him  the  costs  he  creates  as  well  as  the  profits  he  brings  to  the  company. 

Run  your  New  Business  Department  as  you  would  run  a  mercantile 
business,  make  it  pay  its  way.  Teach  the  public  to  look  to  the  New  Busi- 
ness Department  for  adjustment  of  troubles  between  itself  and  the  gas 
company.  Have  a  premium  system  for  getting  business;  the  system  to 
be  rated  according  to  the  investment  necessary  to  add  this  business. 
New  Business  on  existing  mains,  meters  and  services  to  receive  the  highest 
reward. 

Have  frequent  meetings  of  your  New  Business  Department  to  study 
new  appliances  so  that  the  representatives  may  know  all  about  these 
appliances  before  attempting  to  sell  them.  Insist  upon  the  representa- 
tives becoming  familiar  with  all  catalogues,  price  lists,  etc. 


COMMERCIAL  DEPARTMENTS,    EDUCATION  AND  PRESENT 
GAS  USERS. 

By  MR.  CLARE  N.  STANNARD. 

In  reviewing  the  progress  made  during  the  past  year  by  the  Com- 
mercial Departments  of  Gas  Companies,  the  writer  is  pleased  to  note  that 
the  great  majority  of  gas  managers  feel  more  than  ever,  from  results 
secured,  that  these  departments  are  indispensable  and  that  they  offer  the 

only  sure  way  to  rapidly  improve  the 
value  of  gas  properties,  increase  their 
earning  power  and  promote  friendly 
relations  with  the  public. 

It  is  pleasing  to  observe  that  many 
general  and  commercial  managers 
are  applying  good  business  principles 
which  have  found  such  favor  in 
other  lines  of  trade,  among  others: 
Advertising,  Solicitation,  Expansion, 
a  consilatory  policy,  an  honest  en- 
deavor to  popularize  the  company  in 
the  community  where  it  operates. 

All  these   factors  have   a  most  im- 

portant bearing  on  increasing  the  revenue  and  profit  without  materially 
increasing  the  expense.     Best  of  all,  let  me  add—  the  Gas  Fraternity  is 


NEW  BUSINESS  METHODS.  65 

not  content  to  simply  follow  in  the  lead  of  others,  but  is  boldly  striking 
out  and  successfully  many  new,  novel  and  iriginal  plans,  discarding  all 
antiquated  and  obsolete  theories  and  practices. 

The  Commercial  Department  of  a  few  years  ago  is  a  back  number  com- 
pared with  the  up-to-date  one  of  today.  Old  methods  are  rapidly  giving 
way  to  more  efficient  ones. 

Education  is  a  most  important  factor  in  this  highly  gratifying  develop- 
ment of  our  work.  The  progressive  men  realize  the  fact,  and  are  there- 
fore takirrg  advantage  of  it.  A  man  possessing  only  a  good  school  or 
college  education  is  not  fully  equipped,  for  to  be  most  efficient  in  his 
work,  he  should  possess  technical,  engineering  and  practical  knowledge 
of  the  gas  industry.  Added  to  this,  it  is  most  important  to  thoroughly 
understand  and  be  capable  of  applying  the  scientific  rules  governing 
salesmanship. 

Men  thus  prepared  are  forging  ahead,  making  splendid  reputations  as 
Commercial  men,  securing  the  enviable  promotions,  and  making  the 
largest  commissions. 

From  experience  gained  the  past  year,  the  writer  would  recommend 
that  Gas  Companies  in  the  future  pay  more  attention  to  that  most  profit- 
able form  of  Xew  Business,  entitled, 

Additional  Consumption  From  Present  Users. 

Why?  • 

Jn  securing  new  or  original  business,  offtimes  the  solicitation  costs  are 
high.  Education  on  the  part  of  the  consumer  is  slow  and  expensive  and 
frequently  when  the  order  is  secured,  the  consumer  shows  a  tendency 
to  use  gas  very  economically.  In  many  instances,  construction  expenses 
are  high;  it  being  necessary  to  lay  mains,  services,  set  meters,  run  fuel 
pipe,  connect  appliances,  and  then  after  all  these  expenses  have  been 
incurred,  how  often,  under  the  best  of  conditions,  we  are  disappointed 
in  the  gas  consumption. 

On  the  Other  Hand 

With  the  present  user,  all  these  expenses  have  usually  .been  made.     We 
find  it  ordinarily  less  expensive  to  solicit  additional  business  from  the  . 
user  than  from  the  non-user,  for  he  realizes  its  many  advantages  over 
other  forms  of  fuel,  consequently  he  of  times  becomes  lavish  in  the  use  of 
gas  and  no  longer  insists  on  its  cost  competing  with  coal  and  other  fuels. 

Aside  from  solicitation  costs,  this  form  of  business  ordinarily  only 
occasions  the  company  a  slightly  increased  cost  at  the  retort  house, 
frequently  not  in  the  least  increasing  construction  costs  or  fixed  expenses. 
Therefore,  we  feel  all  will  agree  that  this  is  our  most  promising  and 
profitable  field  in  which  to  direct  our  energies. 


66  AMERICAN  GAS  INSTITUTE. 

The  Plan 

As  suggested,  it  is  briefly  one  that  has  been  successfully  worked  as 
follows : 

Select  a  representative  who  has  by  past  experience  proven  that  he  is 
a  man  of  ability,  tactful,  experienced,  and  most  important  possessing  in 
a  marked  degree  resourcefulness,  assign  to  him  a  certain  number  of 
present  users,  and  then  let  the  representative  devote  all  his  time  to  in- 
creasing their  use  of  gas. 

This  can  be  done  by  representative  sending  out  personal  letters,  cir- 
culars, followed  by  personal  calls,  giving  of  souvenirs,  and  assisted  by 
a  lady  demonstrator,  who  should  call  wherever  the  representative  sug- 
gests, systematically  and  thoroughly  explaining  and  demonstrating  all 
the  uses  of  all  installed  gas  appliances.  The  representative  should  make 
it  a  point  to  seek  out  and  remedy  all  existing  defects  in  the  gas  service, 
and  from  this  fact  he  might  be  styled  Supervisor  of  Service,  which  would 
perhaps  clothe  him  with  more  prestige  than  simply  being  known  as 
representative,  a  fact  which  is  desirable,  for  we  believe  in  giving  our 
representatives  all  possible  assistance. 

i    :  •  •  The  Field 

Is  found,  aside  from  the  illuminating  field,  in  both  the  domestic  and 
industrial  use  of  gas. 

In  the  domestic,  let  us  not  be  satisfied  until  we  secure  the  complete  use 
of  gas  in  the  household,  displacing  all  other  forms  of  fuel,  not  neglecting 
the  field  for  heating  water,  making  sure  the  laundry  is  fully  equipped, 
installing  water  stills,  etc. 

In  the  industrial,  many  business  houses  where  fuel  is  used  only 
partially,  use  gas  and  these  people  are  really  our  most  profitable  prospects 
for  the  securing  of  a  greatly  increased  revenue.  For  instance,  a  hotel  or 
restaurant  only  using  a  gas  range,  should  be  induced  to  install  a  broiler, 
dish  warmer,  coffee  roaster,  coffee  and  hot  water  urn,  etc.  Saloons  hav- 
ing only  an  urn— steam  table,  cigar  lighter  and  cooking  appliances  should 
be  installed.  Foundries  and  machine  shops,  using  gas  for  lighting  pur- 
poses only,  should  be  interested  in  using  core  dryers,  mould  dryers, 
babbitt  melters,  rivet  and  tempering  furnaces,  locomotive  or  wagon  tire 
setters. 

We  must  not  fail  to  fully  develop  gas  for  more  complete  lighting  and 
decorative  purposes,  seeking  to  increase  the  standard  of  illumination, 
and  in  this  endeavor  we  are  ably  assisted  by  the  many  recent  improved 
gas  burning  appliances. 

Thus,  briefly,  we  hope  we  have  made  it  plain  that  there  is  an  unlimited 
illuminating  and  fuel  field  in  which  to  secure  results. 

Results 

Are  sure  to  follow,  if  this  work  is  intelligently  directed,  and  be  of  a 
most  lasting,  pleasing  and  profitable  nature.  Supervisors  of  Service  have 


NEW  BUSINESS  METHODS.  67 

found  that  the  public  greatly  appreciates  the  interest  which  they  take  in 
seeing:  that  they  secure  for  their  money  the  best  form  of  light  and  fuel 
service  obtainable.  This  alone,  is  in  itself  a  very  important  item,  and 
offtimes  results  in  fully  paying  for  all  the  expense  incurred. 

One  of  our  mcst  prominent  and  successful  gas  men  recently  said, 
"These  people  (present  users)  are  bound  to  spend  all  their  money  in  one 
form  or  another.  Why  should  we  not  sell  them  more  of  our  product  and 
secure  a  larger  share  of  their  money  than  we  have  heretofore  received?" 
He  also  has  very  ably  demonstrated  that  it  is  possible  to  secure  just 
this  result. 

In  closing,  let  us  cite  an  example: 

Suppose  a  company,  through  its  efforts  to  secure  additional  consump- 
tion on  an  average  increases  each  consumer's  bill  one  cent  a  day,  which 
equals  thirty  cents  a  month,  or  $3.60  per  year.  Assume  the  company 
lias  ten  thousand  consumers— this  most  profitable  revenue  secured  would 
be  $36,000  per  year. 

Surely  the  day  of  small  beginnings  has  not  passed. 


IMAGINARY  GRIEVANCES. 

By  MR,  CHARLES  G.  M.  THOMAS. 

Our  editor  asks  me  for  an  article  on  one  of  several  subjects  of  which 
he  thinks  my  experience  should  qualify  me  to  write. 

"Imaginary  grievances"  is  one,  "The  Qualifications  of  a  gas  company's 
representative"  and  "Handling  customers  at  the  office"  are  others.  I 
am  of  the  opinion  that  to  a  great  degree  they  go  together;  may  I,  there- 
fore, touch  a  little  on  all  three. 

Formerly  the  public  were  compelled 
to  call  at  the  office  of  the  gas 
company  to  apply  for  gas,  and  the 
custom  was  to  have  the  "application 
•clerk"  receive  them,  he  was  a  junior 
clerk  and  one  of  the  cheapest  in  the 
office;  he  questioned  the  visitor  as  a 
committing  magistrate  would,  asking 
liis  name  and  pedigree,  obtaining  his 
signature,  and  curtly  saying  "ten 
dollars  deposit."  This  in  point  of 
fact  was  the  full  extent  of  the  clerk's 
knowledge  of  our  business  and  the 
result  was  that  the  new  customer  started  with  a  grievance  that  we 
must  admit  was  in  many  cases  not  imaginary  and  his  mind  was  prepared 


68  AMERICAN  GAS  INSTITUTE. 

by  ourselves  to  believe  every  ill  word  spoken  of  the  gas  company.  Today, 
we  accept  "orders"  for  gas  and  even  go  out  and  solicit  them,  we  put 
our  best  man  at  the  front  window,  but  all  this  has  not  been  the  custom 
long  enough  to  entirely  eradicate  the  feeling  against  the  gas;  company, 
though  we  are  raising  a  generation  that  does  sometimes  speak  well  of  us. 

I  have  had  the  privilege  of  organizing  and  .fitting  up  several  gas 
offices  and  consider  the  following  points  of  importance  in  influencing  the 
feeling  of  the  public  toward  us  and  appropos  of  my  subject.  In  select- 
ing employees,  endeavor,  as  far  as  possible  that  every  one,  without  ex- 
ception, shall  be  a  true  representative  of  the  company.  The  manager 
should  be  energetic,  a  gentleman  and  a  "good  mixer,"  one  who  will 
treat  the  employees  with  courtesy  and  consideration,  or  we  cannot  expect 
him  or  them  to  so  treat  our  customers.  He  should  be  such  a  man  as  the 
community  will  respect  and  ask  to  take  part  in  matters  of  public  interest. 
The  right  selection  of  the  manager  is,  in  my  opinion,  the  solution  of  the 
problem  of  "The  (desired)  qualifications  of  a  gas  company's  representa- 
tive" for  birds  of  a  feather  ivill  flock  together;  provide  him  with  an  in- 
viting private  office  where  he  can  meet  his  callers  and  where  he  can 
quietly  talk  to  his  subordinates;  his  room,  as  a  rule,  will  be  in  the  rear 
of  the  office. 

In  the  average  gas  offices,  one  of  the  clerks  should  be  designated  and 
given  the  title  of  "chief  clerk,"  locate  him  in  the  front  of  the  office,  just 
back  of  the  front  partition  and  provide  him  with  a  roll  top  desk ;  as  far  as 
possible,  he  is  the  man  to  receive  the  orders  for  gas  and  the  complaints, 
if  need  be  he  will  take  the  complainant  inside  of  the  partition  and  invite 
him  to  a  seat  near  his  desk;  this  impresses  the  consumer  with  the  fact 
that  we  are  giving  him  attention,  and  the  gas  consumer  likes  attention 
just  as  we  ourselves  do. 

If  the  "chief  clerk"  be  engaged,  he  is  so  located  that  he  can  hear  the 
conversation  of  the  second  clerk,  when  he  attends  at  the  window;  this 
will  keep  this  clerk  within  proper  bounds  and  will  properly  instruct  and 
develop  him. 

Never  allow  the  office  to  be  without  a  head,  having  the  authority  pass 
down  in  the  absence  of  the  titled  heads;  thus  in  the  absence  of  the  mana- 
ger, the  "chief  clerk"  is  in  charge;  in  the  absence  of  both,  the  cashier, 
etc.,  for  nothing  so  irritates  one  and  creates  "imaginary  grievances"  as 
calling  to  see  some  one  in  authority  and  find  them  all  out  to  "lunch." 
Discipline  also  requires  the  presence  of  a  head  at  all  times  and  being 
iiioiiirnlai  ily  in  charge  will  help  develop  "representatives." 

In  the  arrangement  of  the  desks,  have  all  the  clerks  face  the 
front,  making  every  employee  show,  giving  the  office  the  appearance  of  a 
busy,  prosperous  concern.  All  of  these  things,  in  my  opinion,  make  for 
UK-  success  of  the  business. 

In  "handling  consumers  at  the  office,"  it  is  not  sufficient  to  say  that 
our  men  shall  be  courteous,  they  must  be  more,  they  must  first  be  in- 
formed, able  to  properly  answer  questions  and  be  impressed  with  the 


NEW  BUSINESS  METHODS.  69 

standing  of  our  business.  In  all  the  time  I  have  been  in  the  gas  busi- 
ness I  have  never  been  asked  to  do  a  single  unbecoming  thing  nor  have 
I  ever  asked  a  subordinate  to  do  so;  can  all  businesses  and  professions 
say  as  much? 

I  recall  the  experience  of  a  young  man  keeping  books  for  a  dentist, 
whose  patients  included  some  very  wealthy  families;  on  the  occasion  of 
one  of  his  patients  going  out  of  town  and  asking  for  his  bill,  the  doctor 
inquired  of  the  bookkeeper  the  amount  of  his  indebtedness;  being  ad- 
vised $150.00,  said  "Make  it  $200.00.  he  can  afford  to  pay  it."  This  is 
not  the  manner  in  which  the  gas  business  is  conducted.  In  all  the  agi- 
tation of  the  last  two  years  about  the  price  of  gas,  in  the  investigations 
that  have  been  conducted,  de  we  appreciate  what  it  means  that  not  a 
newspaper  has  claimed  nor  has  an  investigating  committee  had  before  it 
an  ex-employee  who  even  suggested  that  he  was  ever  asked  by  his  com- 
pany to  so  treat  a  gas  consumer?  There  are  hundreds  of  ex-gas  em- 
ployees who  would  be  glad  to  so  testify  if  they  had  any  grounds  upon  which 
to  do  so.  This  means  that  our  business  is  honest;  and,  in  the  conscious- 
ness of  this  fact,  cur  men  are  entitled  to  hold  up  their  heads  and  meet 
accusations  with  dignity.  They  can  let  the  irritated  man  who  complains 
that  his  lighting  bill  was  higher  for  last  month  when  the  house  was  closed 
than  the  month  before  when  the  family  were  home,  call  him  (the  com- 
pany) a  thief  or  any  other  name  he  may  choose  to  use,  for  he  knows 
that  it  is  not  true  and  only  reflects  on  the  consumer;  if  properly 
trained,  he  can  explain  these  things  or  correct  any  error  that  has  oc- 
curred; it  is  possible  that  the  complainer's  digestion  has  been  momentar- 
ily deranged  by  a  breakfast  improperly  cooked  on  a  coal  stove;  and,  if 
the  clerk  succeeds  in  satisfying  him,  he  may  sell  him  a  gas  range  before 
he  goes  out,  thereby  helping  the  consumer,  himself  and  the  company. 

It  is  true,  I  believe,  that  most  of  the  grievances  of  our  customers  are 
imaginary  and  the  courteous,  properly  trained  employee,  who  is  repre- 
sentative of  a  gas  company  that  is  representative  of  this  generation,  will, 
in  an  inviting  gas  office,  naturally  so  treat  the  consumer  as  to  engender 
a  good  feeling  between  the  gas  company  and  its  customers  and  make  the 
path  of  the  company  smoother. 


MAKING  AND  SAVING. 

By  MR.  F.  B.  THURBER. 

The  able  men  who  manage  the  "making"  or  "earning"  side  of  the 
business  of  public  service  corporations  know  much  more  than  I  do  about 
it.  and  this  is  true  also  of  the  smaller  mechanical  savings,  but  there  is  a 


70 


AMERICAN  GAS  INSTITUTE. 


public  or  political  side  to  every  large  corporation  which  is  even  more  im- 
portant, and  of  this  I  have  made  a  study.  Hostile  public  opinion,  em- 

bodied  in  legislation,  may  sweep  away 

at  one  fell  swoop  all  the  making  and 
saving  and  development  of  the  manu- 
facturing side.  The  following  from 
I  IK-  \nc  York  Commercial  of  August 
1,  alluding  to  the  effect  of  the  legis- 

B|M|  <Pt  lation   of  the    State   of   New   York   in 

reducing    the    price    of    gas    in    New 

gddJL  York  City  to  80  cents,  is  an  illustra- 

^k?\  tion : 

^m  "And   how    does   the   stock   market 

A  reflect  the  effect  of  the  action  at  Al- 

^^  bany  last  spring?     In  1905  the  stock 

of  the  Brooklyn  Union  Gas  Company 

sold  as  high  as  $215  per  share,  the  price  falling  to  $178  late  in  the  year, 
doubtless  in  anticipation  of  the  legislation  slated  to  follow  the  current 
"cheap-gas"  agitation.  On  January  23  of  this  year  the  stock  was  quoted 
at  $178 ;  in  April  it  sold  as  low  as  $119 ;  last  Monday  there  was  no 
buyers  of  it  on  offers  of  $115.  In  other  words,  a  holder  of  one  hundred 
shares  of  the  stock  last,  year  could  have  sold  it  for  $21,500.  Now  he 
cannot  get  $11,500— probably  not  much  over  $10,000— and  his  dividends 
have  been  cut  in  two." 

The  three  cent  traction  situation  in  Cleveland  is  another,  two  cent  rail- 
road fares  still  another  illustration.  Such  action  is  opposed  in  the  courts 
on  constitutional  grounds  but  the  trend  of  court  decisions  in  such  cases 
has  been  against  corporations.  In  a  country  with  universal  suffrage  the 
highest  court  is  that  of  public  opinion  and  ultimately  legislation  and  con- 
stitutions are  modified  to  meet  its  demands;  while  in  the  meantime  de- 
cisions within  the  law  as  at  present  interpreted,  excessive  taxation  and 
verdicts  in  the  jury  box,  all  tend  towards  legal  confiscation.  The  same 
results  are  attained  in  a  different  way  through  public  ownership,  where 
deficits  are  unloaded  on  taxpayers  with  the  additional  evil  of  developing 
a  socialistic  political  oligarchy  so  powerful  that  it  cannot  be  overthrown. 
The  large  capitalists  who  control  our  corporations  have  been  so  ab- 
sorbed in  the  problems  of  development  pressing  upon  their  attention  that 
they  have  overlooked,  or  have  not  paid  sufficient  attention  to,  the  influ- 
ence of  public  opinion  on  their  net  earnings  and  the  value  of  their  se- 
curities. They  have,  as  a  matter  of  course,  bought  oil  to  lubricate  their 
mechanical  machinery,  but  have  overlooked  the  fact  that  it  is  just  as 
necessary  to  prevent  friction  with  public  opinion.  This  is  gradually 
being  recognized  by  large  interests,  first,  in  employing  skilled  journalists 
as  mouthpieces  in  case  of  strikes;  second,  by  endeavoring  in  a  broader 
way  to  meet  the  socialistic  trend  by  employing  experts  to  group  and  pre- 
sent facts  to  the  jury  of  public  opinion.  There  are  only  a  few  men  with 


NEW  BUSINESS  METHODS.  71 

the  requisite  experience  and  tact  to  do  this  diplomatically  and  effectively. 
Every  one  of  these  should  be  kept  at  work  at  the  present  time.  They  are 
special  counsel  whose  work  smooths  the  way  for  general  counsel  and  chief 
executives. 

The  younger  generation  do  not  appreciate  the  day  of  the  tallow  candle 
and  the  stage  coach.  To  them  the  kerosene  lamp,  gas  and  the  electric 
light,  the  railroad  and  the  trolley  car  have  "always  been  so"  and  the 
men  and  the  corporations  who  furnish  these  are  "rich,"  hence  the  poor 
people  are  against  them.  This  is  played  upon  by  demagogues  in  politics 
and  journalism,  and  unless  "the  other  side"  is  as  intelligently  and  per- 
sistently put  before  the  jury  the  verdict  naturally  goes  against  the  cor- 
porations. This  is  the  great  opportunity  for  saving.  The  "ounce  of  pre- 
vention," the  "stitch  in  time."  All  that  the  corporations  of  this  coun- 
try need  is  a  "square  deal,"  but  they  won't  get  it  if  they  plead  "guilty" 
or  stand  mute  when  unjust  charges  are  preferred  against  them. 


Engineer,  Operator  and  Financier,  whose  achieve- 
ments are  universally  conceded  the  most  skillful  of  the 
age  in  the  Gas  Industry.  The  cause  of  MODERN 
NEW  BUSINESS  METHODS  has  in  Mr.  Doherty 
its  first  champion  and  foremost  advocate. 


Part  ulmi 


Part  (Hhm 


NO  branch  of  commerce  requires  so  much  versatile  talent  as  that  in 
the  manufacture,  sale  and  delivery  of  gas.  The  following  com- 
munications from  managers  and  department  managers  of  gas 
properties  indicate  that  vast  sums  of  money  and  labor,  both  ever  increas- 
ing, are  being  expended  to  educate  the  public  to  the  proper  and  general 
use  of  gas  for  light,  heat  and  power,  yet  never  was  so  much  progress 
made. 

Excuses  for  inactivity  are  now  absurd.  The  smallest  of  companies 
now  attempt  to  place  their  prestige  in  their  town  on  a  par,  or  above  that, 
of  any  other  business  enterprise  in  the  vicinity. 

Many  companies  are  leading  factors  in  their  communities  in  promoting 
the  interests  of  their  city  by  which  to  benefit  indirectly  from  the  pros- 
perity attained. 

Notwithstanding  the  schemes  of  designing  politicians  of  nation,  state 
and  municipality,  many  newspapers  and  magazines,  individuals  seeking 
notoriety  and  others  misled,  to  Russianize  the  industry,  demoralize  prices, 
cheapen  labor  and  service,  the  uses  of  gas  are  becoming  more  numerous, 
the  users  better  acquainted  with  it,  the  service  in  general  improved,  and 
operating  companies  in  better  relations  to  customers  than  ever  before. 

With  this  progress  the  manufacturers  of  gas  appliances  have  kept  pace, 
as  is  witnessed  by  the  improvement  in  designs  and  quality,  exhibited  in 
the  illustrations  throughout  this  report. 

It  can  conservatively  be  estimated  that  more  than  double  any  previous 
year's  work  will  be  accomplished  this  year  toward  equipping  residences 
with  first-class  appliances  whereby  customers  can  amply  furnish  them- 
selves with  light,  heat  and  fuel  without  the  use  of  auxiliary  oil  and  coal 
appliances. 

All  this  is  brought  about  and  more,  by  the  persistent,  clever  work  as  de- 
scribed in  this  section. 


76  AMERICAN  GAS  INSTITUTE. 

Most  important  in  the  work  of  increasing  sales  is  the  "Representative," 
sometimes  called  "Solicitor,"  whose  diligent  work  accomplishes  so  much 
toward  the  welfare  of  the  company  beside  that  of  adding  business. 

Managers  of  commercial  departments,  advertising  and  general  man- 
agers for  companies  have  been  appointed  from  the  ranks  of  solicitors 
within  the  year,  due  to  the  fact  that  they  are  so  equipped  by  their  work 
to  occupy  almost  any  position  where  activity,  tact,  morality,  courtesy, 
adaptability  and  other  virtues  are  requisite. 

The  following  contributions  display  great  advancement  in  methods  and 
indicate  that  companies  are  substituting  stereotyped,  antiquated  practice 
with  bright,  effective,  modern  schemes  that  fit  times  and  conditions. 

In  many  cities  today  the  gas  company  is  now  esteemed  by  the  citizens 
as  their  most  progressive  institution.  This  condition  is  of  great  value  to 
the  company. 


NEW  BUSINESS  METHODS.  77 


THE  ALBION  GAS  LIGHT  COMPANY. 
Albion,  Michigan. 

MB.   PAUL  RAY. 

We  are  now  a  larger  gas  company  than  most  towns  of  5,500  support, 
having  nearly  1,000  consumers  and  an  output  of  approximately  20,000,000 
feet,  so  that  we  have  been  obliged  to  somewhat  "rest  on  our  oars"  and 
wait  for  the  city  to  grow  a  little  more,  hence  our  inability  to  furnish 
your  New  Business  Methods  department  with  anything  of  value.  Would 
say,  however,  that  we  maintain  and  clean  some  225  Humphrey  arc  lamps, 
as  well  as  a  number  of  Welsbach  lights  in  the  business  district,  free  of 
charge  to  the  consumer,  and  by  so  doing  have  kept  the  majority  of  these 
lamps  in  use  in  the  face  of  very  keen  electric  light  competition  and  the 
main  street  lighting  as  a  good  advertisement  for  this  company. 

We  hit  upon  a  method  of  increasing  our  coke  sales  last  year  that  may 
be  of  value  to  other  gas  people,  viz. :  We  made  a  deal  with  two  of  the 
hardware  dealers  here  to  donate  with  each  "Hot  Blast"  and  "Round 
Oak"  stoves  sold  14  ton  of  coke,  and  y2  ton  of  coke  with  furnaces,  free 
of  charge  to  the  purchaser  as  well  as  the  dealer.  This  idea  increased 
our  coke  sales  about  150  tons  at  a  cost  of  very  little  free  coke  and  we  will 
continue  to  reap  the  benefit  of  this  advertising,  no  doubt,  for  years  to 
come. 


ATLANTA    GAS    LIGHT   COMPANY. 
Atlanta,   Georgia. 

MR.  W.  L.  COSGROVE. 

Until  I  received  your  personal  appeal  I  had  not  thought  to  go  into  the 
New  Business  Department  in  the  American  Gas  Institute,  for  the  reason 
that  we  had  not  made  any  special  changes  in  our  methods  during  the 
past  year. 

We  have  not  done  any  newspaper  advertising,  but  have  given  our  at- 
tention to  soliciting.  We  think  personal  solicitation  is  the  very  best  way 
to  sell  goods,  such  as  gas  appliances. 

We  do  not  pay  our  salesmen  commission,  but  hire  them  by  the  month. 
If  they  do  not  prove  successful  we  let  them  go  and  hire  others. 

I  enclose  you  a  few  postal  cards  we  are  now  using  for  many  different 
purposes,  such  as  soliciting  business,  answering  small  complaints,  etc.,  etc. 

For  a  number  of  years  we  had  cooking  demonstrations,  but  have  not 
followed  this  method  of  late,  believing  we  had  done  about  all  we  could  in 
that  line. 


78  AMERICAN  GAS  INSTITUTE. 

CONSOLIDATED  GAS,  ELECTRIC  LIGHT  AND  POWER  COMPANY 
OF  BALTIMORE. 

Baltimore,  Maryland. 
MR.   CHARLES  M.  COHN. 

Having  a  number  of  times  noticed  in  the  Gas  Journal  your  request  for 
current  advertising  matter,  etc.,  for  use  in  your  publication,  "New  Busi- 
ness Methods,"  I  think  that  our  scheme  of  using  our  gas  bills  as  means 
of  advertising  would  be  of  interest. 

In  this  connection  I  enclose  herewith  copies  of  bills  used  by  us  during 
the  past  six  months.  You  will  please  note  the  color  scheme  of  the  bills 
and  the  advertising  features  on  the  front  and  back  of  them. 

As  far  as  I  know  these  features  have  not  been  used  elsewhere. 


BANGOR  GAS  LIGHT  COMPANY. 

Bangor,  Maine. 

MR.  VERNON  K.  GOULD. 

I  have  your  favor  of  August  18th  and  I  regret  to  say  that  I  cannot 
think  of  a  single  thing  that  would  be  of  interest  to  you  at  this  time.  We 
are  pushing  our  new  business  as  hard  as  we  can,  but  it  is  along  old  lines. 
We  believe  in  canvassing  and  canvassing  hard,  and  simply  use  house  in- 
formation cards  and  labor.  It  is  the  best  method  that  we  have  ever  found. 


THE  BARRIE  GAS  COMPANY,  LIMITED. 

Barrie,  Ontario,  Canada. 

MB.  F.  L.  BURTON. 

We  are  in  receipt  of  yours  of  the  15th  inst.,  and  in  reply  thereto  beg 
to  enclose  you  herein  copy  of  one  of  our  forms  of  contract.  We  also  have 
a  poster  sheet  which  we  paste  on  the  front  of  any  new  house  we  ;uv 
piping  or  fence  reading: 

"This  House  Is  Being  Piped  for  Gas.  Why  Not  Yours?" 
We  also  employ  a  lady  canvasser  who  does  nothing  else  but  go  from 
house  to  house  on  a  personal  canvass  and  where  gas  is  being  used  explain 
the  operating  of  the  ranges,  etc.,  and  look  after  prospective  customers. 
We  pay  her  salary  and  commission  and  find  it  in  every  way  satisfactory. 
We  also  allow  our  employees  commission  on  each  new  customer  secured 
and  give  them  percentage  on  the  gross  increase  in  business,  to  be  divided 
among  them  pro  rata  according  to  the  amount  of  their  salary. 


NEW  BUSINESS  METHODS. 


79 


BATTLE  CREEK  GAS  COMPANY. 

Battle  Creek,  Michigan. 

MR.  D.  H.  FRAZER. 

I  have  neglected  up  to  this  time  sending  you  any  advertising  matter, 
owing  to  the  fact  that  I  hardly  felt  that  anything  we  were  using  was 
good  enough  to  be  worth  while. 

Enclosed  are  a  few  samples,  however,  and  I  trust  there  may  be  an  idea 
among  them  that  you  can  use.  The  postal  cards  are  sent  out  three  or 
four  days  apart  right  through 
the  summer,  these  being  sam- 
ples only  of  course,  to  every 
one  on  our  mains,  who  has  not 
a  gas  range,  the  idea  being  in 
this  case  to  try  and  shame  the 
husband  into  furnishing  his 
wife  with  a  range.  The  little 
pamphlet,  "Don't  Buy  Refuse, 
Get  Only  the  Concentrated  Es- 
sence," was  copied  from  the 
Clinton,  Iowa,  Gas  Co.,  and 
the  coke  circular  entitled,  "The 
Heating  and  Cooking  Problem 
Solved,"  was  copied  from  the 
Jackson,  Mich.,  Gas  Co.,  to 
whom  the  credit  should  be 
given  if  used.  The  enclosed 
newspaper  clipping  entitled, 
"Battle  Creek  Sets  the  Pace," 
was  unsolicited  and  is  enclosed 


Mr.  Frazier  furnishes  a  postal  card  which  was  by  error 
sent  to  a  gentleman  who  has  missed  considerable. 


simply  to  show  the  appreciation  and  interest  aroused  among  the  news- 
papers and  public  by  the  organization  of  a  Progress  Club  or  New  Busi- 
ness Department.  The  "Cooking  with  Gas"  pamphlet  is  sent  as  a  sug- 
gestion for  the  utilization  of  the  back  page.  These  books  are  distributed 
by  the  representatives  through  the  summer  and  we  have  found  that  we 
get  a  great  deal  of  benefit  from  the  coke  ad. 


BEDFORD  LIGHT,  HEAT  AND  POWER  COMPANY. 
Bedford,  Indiana. 
MR.  J.  R.  VORIS. 

Replying  to  your  letter  of  the  15th  I  will  say  that  we  have  pursued 
practically  the  same  policy  of  business  getting  this  season  as  we  did  last, 
and  as  reported  in  the  "New  Business  Methods"  of  the  Ohio  Gas  Asso- 
.ciation. 


80  AMERICAN  <!AS  INSTITUTE. 

In  selling  gas  stoves  we  give  5,000  feet  of  gas  with  each  stove  sold  in 
March,  4,000  in  April,  3,000  in  May,  and  2,000  feet  in  other  months. 
The  offer  being  used  each  season  enables  us  to  get  our  new  stove  business 
on  early.  We  are  using  the  Block  newspaper  service  this  season  and 
have  embellished  the  front  of  our  office  with  an  eight-foot  Federal  sign 
overhanging  the  walk,  reading  "Cook  with  Gas"  on  the  one  side  and 
"Light,  Heat,  Power"  on  the  other. 

It  is  difficult  to  tell  which  method  of  advertising  is  getting  the  best  re- 
sults, but  the  combined  efforts  are  bringing  in  a  nice  business.  We  con- 
sider that  newspaper  advertising  and  an  occasional  cooking  demonstra- 
tion, aside  from  their  bringing  new  customers,  do  more  to  popularize  the 
company  than  anything  else  except  prompt  attention  to  complaints. 

We  shall  be  pleased  to  receive  a  copy  of  "New  Business  Methods" 
when  thev  are  out. 


BERLIN  GAS  COMPANY. 
Berlin,  Wisconsin. 

MR.   THOMAS  B.   WOOD. 

Replying  to  yours  of  the  18th,  will  state  that  I  cannot  assist  you  as  I 
would  like,  as  the  time  is  limited,  still  I  will  contribute  my  little  mite. 
This  company  is  a  persistent  advocator  of  advertising  as  our  motto  is, 
"Nothing  comes  to  those  that  w^ait,"  so  we  are  always  on  the  alert  for 
something  new.  Used  a  very  novel  plan  this  spring  which  was  of  great 
benefit  to  the  company ;  it  was  a  guessing  contest  in  which  we  gave  a  very 
handsome  range  and  connected  same  free  of  charge.  I  took  a  new  meter 
that  had  never  been  used  and  then  got  one  of  our  business 
men  of  the  town  to  seal  the  cover  on  dial,  placed  a  small  Welsbach 
lamp  on  same  and  had  another  party  to  light  it  at  a  given  hour:  said 
lamp  was  to  burn  four  hundred  and  eighty  hours.  \The  party  guessing 
how  much  gas  the  lamp  consumed  during  the  four  hundred  and  eighty 
hours  was  to  receive  the  range.  We  placed  lamp  and  meter  in  our  show 
window,  which  attracted  a  great  deal  of  attention.  Limited  the  guesses 
to  adults  only,  and  allowed  two  votes  to  each  family.  It  was  the  cause 
of  bringing  visitors  to  our  office  who  never  knew  there  was  a  gas  plant 
in  the  town.  All  told  there  were  over  five  hundred  guesses  registered,  and 
out  of  the  lot  there  were  three  that  guessed  the  correct  amount;  these 
three  we  let  draw  for  it.  This  was  as  good  a  scheme  as  I  ever  hit  upon 
as  the  results  astonished  many  people,  who  could  hardly  believe  that  it 
would  consume  so  small  amount  of  gas,  stating:  "If  that  was  all  that  it 
would  consume,  they  would  put  in  gas,"  and  these  same  parties  have 
kept  their  word.  At  the  same  time  it  gave  us  a  grand  opportunity  to 
demonstrate  the  good  qualities  of  the  gas  range,  for  when  we  once 
got  them  in  the  office  we  got  them  interested  and  obtained  good  results. 


BUSINESS  METHODS. 


81 


You  will  find  enclosed  a  sketch  of  a  score  board  which  is  a  good  adver- 
tising medium.  Have  the  board  placed  in  a  good  position  in  the  field 
where  it  will  not  interfere  with  the  players,  and  see  that  it  is  put  up 
good  and  strong  and  have  same  large  enough  that  you  can  get  the  letter- 
ing done  in  large  print.  It  will  bring  good  results,  not  to  the  local  com- 


IT  is*  SAFE  HIT 

WHEN  yOU  USE 

GAS 

FOR 

C00Ki.fl6/li61fni6 

NEXT  GAUie                                                                    < 

BERLIN 

Wf/WM 

•53=*=^- 

g^  ^^—  -Jg^^-^^-^^-^  .^  ~,^=^^==^?;:_^=^- 

puny  alone  but  to  others  as  well,  as  every  one  always  has  their  eye  on 
the  score  board. 

Our  varieties  of  advertising  are  of  so  many  different  characters  that  it 
is  hardly  worth  while  to  enclose  any. 

Another  matter  that  may  interest  the  solicitor  is  the  inverted  gas  lamp. 
I  have  found  a  field  for  the  smaller  size  in  the  Catholic  churches.  As 
the  reader  may  be  a\vare,  there  are  quite  a  number  of  statues  in  the 
church,  especially  above  the  main  altar,  and  it  is  the  aim  of  the  clergy 
to  have  all  the  effect  thrown  upon  the  altar.  I  have  arranged  the  smaller 
inverted  lamps  to  hang  from  the  ceiling,  that  is,  connected  direct  to  the 
pipe  coming  through  the  ceiling  without  the  use  of  the  adaptors ;  these  I 
have  on  each  side  of  the  statue  and  slightly  above  the  head.  It  creates 
a  very  pretty  effect  and  brings  out  figure  in  a  splendor.  These  can  be 
lighted  with  the  pneumatic  lighter  or  with  a  long  taper  torch  that  is 
used  about  the  church.  They  are  giving  perfect  satisfaction  here. 


82  AMERICAN  GAS  INSTITUTE. 

BOSTON  CONSOLIDATED  GAS  COMPANY. 
Boston,  Mass. 

MR.    E.   N.    WRIGHTINGTON. 

In  response  to  your  request,  I  am  sending  you  under  separate  cover  a 
copy  of  advertising  matter  used  during  the  past  year.  Most  of  the  ad- 
vertising which  we  have  done  has  been  in  the  daily  newspapers.  I  be- 
lieve in  securing,  if  possible,  the  best  space  in  the  paper,  and  using  what 
I  call  a  semi-display  form  of  advertising.  I  think  that  the  large  display 
work  which  is  sometimes  used  is  not  only  expensive  to  run  but  does  not 
serve  the  purpose  desired.  If  the  reader  sees  a  large  advertisement,  for 
instance,  of  a  gas  stove,  with  a  maid  standing  by  it  and  with  words  in 
large  type,  "Cook  with  Gas,"  he  will  naturally  say  to  himself:  "Oh, 
yes,  that  is  an  advertisement  of  cooking  with  gas;  I  know  all  about  that," 
and  he  gives  no  further  thought  to  the  matter.  I  believe  first  in  attract- 
ing the  reader's  attention  by  some  such  trade  mark  as  we  have  used,  but 
without  telling  him  the  whole  story  so  that  he  will  not  read  the  detailed 
information;  arouse  his  curiosity,  if  possible,  so  as  to  get  him  to  read 
what  you  want  to  say.  The  rest  depends  upon  whether  you  can  present 
the.  reading  matter  in  such  a  \vay  that  it  will  appeal  to  him. 

One  scheme  for  getting  new  business,  which  was  quite  successful,  was 
an  allowance  which  we  made  of  5,000  feet  of  gas  free,  together  with  a 
mantle  light  set  up  in  the  kitchen,  to  all  customers  whose  residences  were 
not  at  the  time  connected  to  our  distributing  system.  We  placed  a  time 
limit  on  this  offer  of  two  months.  The  idea  was  for  the  allowance  to  pay 
for  the  necessary  piping  from  the  meter  to  the  kitchen  in  old  houses 
which  had  not  been  piped.  In  this  way  we  secured  a  customer  who,  on 
account  of  the  consumption  during  the  summer,  was  bound  to  be  a  profit- 
able one.  Besides  this,  we  felt  that  with  the  use  of  the  mantle  light  in 
the  kitchen  we  should  be  able  to  extend  the  service  to  the  lighting  of  the 
whole  house.  To  my  mind,  this  method  is  preferable  to  an  inducement 
to  get  a  new  lighting  customer  and  afterwards  to  try  to  sell  a  gas  range 
to  that  customer.  It  may  be  that  the  lighting  customer  will  never  be- 
come profitable,  on  account  of  the  amount  of  his  consumption. 

We  have  been  quite  successful  in  the  installation  of  gas  engines.  A 
notable  example  is  that  of  the  Boston  Herald  Company,  who  have  put  in 
a  plant  of  about  300  H.  P.  direct  connected,  for  use  in  lighting  and  in 
operating  individual  motors  for  their  presses;  this  in  the  face  of  the  com- 
petition of  Edison  service,  steam  and  producers,  the  two  former  methods 
of  furnishing  power  and  light  having  already  been  tried  by  the  Herald 
and  abandoned. 

In  general  residence  lighting  installations,  we  have  been  working  along 
the  lines  mostly  of  improved  appearance.  It  seems  to  me  that  the  gas 


NEW  BUSINESS  METHODS.  83 

companies  have  been  very  backward  about  pushing  the  use  of  artistic  gas 
fixtures.  They  have  allowed  their  customers  to  use  any  cheap  and  ugly 
style  of  fixture  which  they  chose.  It  would  be  far  better  to  encourage 
the  use  of  the  better  looking,  if  more  expensive,  fixtures.  We  are  hav- 
ing designs  made  now  by  two  of  the  best  fixture  houses  in  the  country, 
for  this  better  class  of  fixture.  These  designs  wrill  conceal  the  fact  of  the 
presence  of  the  mantle  by  means  of  a  metal  cover  and  shelf.  In  this  way 
the  fixture  can  be  adapted  to  almost  any  design  to  suit  individual  tastes 
within  certain  limitations. 

We  are  having  some  success  lately  in  office  buildings,  and  we  are  now 
having  designs  made  for  a  large  bank,  in  wilich  many  of  the  artistic  ef- 
fects hitherto  confined  to  the  field  of  electricity  can  be  secured  in  the  use 
of  gas,  thus  combining  a  good  appearance  with  the  advantages  of  the 
light  itself. 

I  am  very  much  interested  in  the  success  of  the  American  Gas  Institute, 
and  particularly  in  that  part  of  the  work  which  has  to  do  with  getting 
new  business. 


THE  BRIDGEPORT  GAS  LIGHT  COMPANY. 

Bridgeport,  Connecticut. 

MR.  GEO.  W.  ROBERTS.  .  ^ 

Would  state  that  the  only  advertising  matter  which  I  could  send  you 
would  be  catalogues,  etc.,  furnished  by  stove  and  fixture  manufacturers 
which  would  be  of  little  interest.  We  advertise  in  all  the  Bridgeport 
papers  with  Ben  Alten  Block  cuts.  Of  course  you  know  what  these  are. 
We  also  advertise  by  bill  posters  and  painted  signs.  For  about  four 
months  commencing  May  1st  we  have  an  expert  lady  demonstrator  here 
in  the  office  baking  cake,  biscuits,  bread,  etc.,  to  show  the  people  what 
can  be  done  with  a  gas  range.  We  keep  two  men  canvassing  from  house 
to  house  the  year  round  for  ranges  and  fixtures.  We  keep  one  man  can- 
vassing factories  for  new  business  in  the  way  of  annealing  furnaces  and 
all  goods  such  as  manufactured  by  the  American  Gas  Furnace  Co.  An- 
other man  canvassing  all  the  stores  for  Humphrey  arc  lamps.  We  ex- 
pect to  start  the  maintenance  system.  We  pay  all  of  our  canvassers 
weekly  wages  and  commission  on  sales. 


84  AMERICAN  GAS  INSTITUTE. 

lU'TTE  GAS  LIGHT  AND   FUEL   COMPANY. 
Buft< .  Montana. 

MR.  M.  C.  OSBORN. 

Of  course,  we  are  a  small  proposition  here  and  very  few  things  arise- 
that  would  be  of  interest  to  gas  men.  I  enclose  you,  hcwever,  under  sep- 
arate cover,  photographs  which  will  explain  themselves,  the  car  load  of 
ranges  being  given  a  trolley  ride  through  the  city,  the  photographs  show- 
ing both  sides  of  the  car.  This  created  a  great  deal  of  talk  and  while 
the  expense  was  about  $50.00  I  believe  that  the  results  wan-anted  it. 

We  do  all  sorts  of  advertising,  the  most  novel  feature  in  the  street  car 
ads  being  one  reading,  "Everybody  works  but  mamma,  'cause  she  uses  a 
gas  range."  Another  slogan  which  I  think  is  good  in  speaking  of  gas 
for  intermittent  heat  is  that  "Gas  kills  the  chill."  We  also  issue  a  semi- 
monthly bulletin  called  "Light,"  copies  of  whic^i  I  enclose.  We  try  to 
boost  everyone  who  boosts  us. 

We  employ  solicitors  for  about  every  five  thousand  people,  working  on 
gas  ranges  and  water  heaters  exclusively  during  the  summer  season  and 
electric  during  the  winter.  In  the  two  seasons  I  have  been  here  the. 
gas  business  shows  an  incerase  of  60  per  cent.  While  laying  a  main  to 
a  neighboring  town  of  Centerville  last  spring  I  had  quite  a  novel  expe- 
rience by  uncovering  a  lead  of  ore  which  has  ever  since  been  profitably 
mined  and  contains  35  ounces  of  silver  and  about  $7.00  in  gold  to  the  ton. 

Our  personal  soliciting  has  been  more  confined  to  the  electric  sign  busi- 
ness and  if  it  were  a  gas  and  electric  association  I  could  give  some  inter- 
esting figures  on  signs  which'  leads  up  to  the  fact  that  Butte  is  the  best 
lighted  city  of  its  size  in  the  United  States. 

The  commercial  department  here  has  charge  of  everything  outside  of 
billing  and  cash  in  the  office,  such  as  contracts,  sales,  lamp  exchange, 
complaints,  changes  of  account,  telephone  exchange ;  in  fact,  in  our  de- 
partment rests  the  policy  of  the  company.  Under  these  conditions  it 
would  be  hard  fer  the  right  kind  of  a  commercial  department  not  to 
make  good. 


SUBURBAN   GAS   COMPANY   OF  PHILADELPHIA. 
Chester,  r<  nnsylvania. 

MR.  GEO.  W.  THOMSON. 

Allow  me  space  to  say  that  one  grand  way  to  increase  the  sale  of  gas 
is  to  follow  the  methods  given  by  a  number  of  gas  companies  published 
in  your  "New  Business  Methods"  of  1906.  These  have  been  a  big  help 
to  me.  In  our  campaign  this  season  we  have  used  about  the  same  meth- 
ods employed  last  year. 


NEW  BUSINESS  METHODS. 


85 


Our  territory  covers  about  80,CCO  population ;  this  is  divided  into  five 
districts,  a  representative  taking  each  district.  It  should  be  divided  into 
eight  districts,  making  10,000  to  each  representative,  but  as  most  of  our 
territory  is  suburban  and  we  are  having  such  good  success  with  our  wagon 
campaigning,  that  I  have  had  two  special  wagons  built  fcr  our  suburban 
districts.  In  this  way  a  representative  is  able  to  cover  more  ground  and 
can  carry  his  samples  of  lights,  ranges,  heaters,  etc. 


New  business  meetings  are  held  every  Monday  evening  from  seven  -to 
nine  o'clock,  when  all  appliances  are  tested  and  discussed.  In  this  way 
representatives  are  able  to  understand  all  appliances  from  a  nursery 
burner  to  the  large  industrial  furnace,  and  better  able  to  check  bills  of 
their  consumers.  All  complaints  of  excessive  bills  are  given  to  the  rep- 
resentative to  straighten  out. 

On  Thursday  morning  of  each  week  we  hold  a  half  hour  meeting,  going 
over  and  laying  out  work,  such  as  idle  services,  no  services,  no  stoves,  no 
piping,  arcs,  prices,  etc.  A  list  of  these  are  given  to  our  men  to  make  the 
calls  and  return  cards  with  their  daily  report. 


86 


AMERICAN  GAS  INSTITUTE. 


I  try  to  spend  a  day  a  week  with  each  representative  and  take  up  his 
special  calls,  such  as  engines,  industrial  furnaces,  mill  lighting,  etc. 

We  are  working  on  what  we  term  inspector's  calls.  Our  representative 
will  call  and  say  they  wish  to  inspect  the  gas  range  or  light,  which  ever 
is  the  case,  and  when  once  inside  they  light  burners  and  start  to  explain 
the  advantages  of  a  gas  water  heater,  lights,  etc.  I  find  by  getting  inside 
of  a  house  they  can  usually  get  a  hearing  with  the  lady  of  the  house, 
which  is  most  important.  When  a  card  is  presented  at  the  door,  a  ser- 
vant usually  answers,  but  in  the  above  mentioned  way  you  get  an  audience 
with  both  the  mistress  and  the  servant. 

I  am  arranging  to  have  a  small  cylinder  heater  left  at  every  door,  call- 
ing two  days  later  to  collect  or  remove  the  same.  This  plan  is  also 

worked  on  Chic  lights,  where 
open  flame  or  combination  fix- 
tures are  used. 

We  have  given  a  number  of 
demonstrations  at  our  different 
offices  on  the  last  discount  day 
for  paying  bills,  the  7th,  17th 
and  27th  of  each  month.  By 
these  demonstrations  a  very 
large  sale  of  oyster  cookers,  gas 
irons,  bread  toasters,  etc.,  have 
resulted.  Demonstrations  will 
be  given  each  week,  taking  up 
all  appliances — gas  steam  heaters,  lighting,  cooking,  water  heating. 

In  our  library  are  all  the  periodicals,  latest  books  on  gas.  This  enables 
all  to  know  what  is  going  on  in  the  gas  world. 

Our  illuminated  signs  are  on  the  increase.  These  and  many  other  spe- 
cial appliances  are  made  in  our  shops. 

We  advertise  mostly  in  local  newspapers  and  programs.  Leaflets  sup- 
plied by  the  different  gas  appliance  manufacturers  are  left  on  calls  by 
representative  and  delivered  by  our  meter  readers. 

Several  of  the  stores  in  this  city  are  handling  our  gas  appliance  busi- 
ness. This  has  meant  the  piping  and  fixturing  of  many  old  houses,  be- 
sides the  appliances  they  sell. 

We  are  thinking  about  getting  a  number  of  good  boys  to  handle  Welsbaeh 
lights  and  take  contract  to  maintain  single  Welsbaeh  lights  in  residences. 
This  work  could  be  done  after  school  or  in  the  evening  after  the  regular 
daily  work.  This  would  mean  good  advertising  by  boys  soliciting  such 
work. 

The  company  has  built  a  model  repair  shop  where  eld  appliances  are 
rebuilt  at  a  small  cost.  We  sell  all  appliances  at  a  profit  large  enough 
to  about  cover  expense  of  handling. 

Our  Employees'  Association  is  a  big  factor  in  the  general  welfare  of 
our  company.  At  Monday  evening  meetings  the  following  questions. 


•   NEW  BUSINESS  METHODS.  87 

besides  gas  appliances,  are  discussed:  Square  Deal  Wins,  The  Helping 
Hand,  First  Expenses  in  Selling,  Cutting  Prices,  Cancelled  Orders,  Win- 
ning Customers'  Good  Will. 

We  have  a  number  of  the  following  appliances  in  use:  Cigar  brand- 
ing, candy  boilers,  chocolate  melters,  batch  warmers,  gas  steam  kettles, 
gas  engines  on  all  kinds  of  work,  including  hot  air  engines,  pumping 
wrater,  singeing  machines,  soldering  furnaces,  tempering  furnaces,  braz- 
ing tables,  roll  heating,  tank  heating,  metal  melter,  glass  blowing,  baker's 
fryers,  dough  heaters,  sterilizers,  a  number  of  laundry  machines,  hotel 
ranges,  leather  ironing,  incubators,  etc. 

Advertising  matter,  circular  letters,  price  lists,  booklets,  etc.,  are  fol- 
lowing under  separate  cover.  I  would  only  be  too  glad  to  answer  any 
inquiries  in  regard  to  New  Business  Methods  used  by  our  company.  I 
can  see  great  things  for  your  book  this  year. 


CHICAGO  HEIGHTS  GAS  COMPANY. 

Chicago  Heights,  Illinois. 

MR.   H.   S.  SCHUTT. 

We  have  your  letter  of  August  15th  calling  for  "New  Business  Meth- 
ods1' and  of  course  are  always  glad  to  contribute  what  we  know  and  have 
done  in  this  line. 

I  am  mailing  you  under  separate  cover  a  few  copies  of  newspaper  ads, 
mailing  cards,  and  a  series  of  circular  letters  which  we  found  to  be  a 
great  help  in  promoting  the  sale  of  gas.  In  addition  to  the  advertising 
matter  we  followed  it  up  very  closely  by  personal  solicitation  and  under 
these  conditions  were  able  to  dispose  of  about  300  ranges  this  summer. 

We  have  the  keenest  kind  of  competition  here  in  the  lighting  business, 
the  electric  plant  having  been  here  about  ten  years  prior  to  the  gas 
plant,  which  has  been  here  about  two  years.  It  has  only  been  this  last 
summer  that  we  have  been  able  to  get  the  architects  to  include  the  piping 
for  light  in  specifications,  but  always  calling  for  electric  wiring. 

Up  to  now  we  have  also  had  to  do  all  this  piping  ourselves,  what  was 
done,  and  at  a  very  low  figure.  The  plumbers  are  all  doing  this  work 
now  and  making  a  fair  profit.  In  all  new  buildings  that  are  erected  the 
specifications  now  call  for  piping  and  in  a  great  many  eases  do  not  call 
for  wiring  at  all. 

It  was  simply  a  case  of  educating  the  people  and  this  we  did  by  good 
service,  personal  solicitation  and  plenty  of  advertising,  the  electric  light 
people  doing  very  little  advertising.  About  one-half  of  our  population 
is  of  a  foreign  element  that  has  never  used  gas  before  and  we  found  the 
best  way  to  reach  these  people  was  to  get  a  live  one  in  the  neighborhood 
connected  up  and  it  would  only  be  a  short  time  before  we  would  sell  a 
dozen  or  more  stoves  in  that  neighborhood. 


88 


AMERICAN  GAS  INSTITUTE. 


We  are  very  prompt  in  attending  to  all  complaints  and  following  up 
any  trouble  until  same  has  been  made  satisfactory  to  our  consumers. 

We  have  but  very  few  users  of  gas  for  industrial  purposes,  hut  have 
connected  up  several  large  gas  engines. 

I  am  also  enclosing  herewith  a  couple  of  small  pictures  showing  some 
advertising  that  we  did  this  summer  during  a  circus  parade. 

In  addition  to  the  above  advertising  we  also  distributed  horse  blankets 
marked  in  big  black  letters,  "Cook  icith  (lux." 


OGDEN   GAS   COMl'AXY. 

Chicago,  Illinois. 


MR.  A.  J.  WALLACE. 


OGDEN  GAS  CO. 

CHICAGO 

115    Dejfborn    Street  653    No.  Clark   Str 


Replying  to  your  let- 
ter of  the  loth,  regard- 
ing new  business  meth- 
ods, enclosed  find  pho- 
tographs of  outdoor 
lighting  made  popular 
by  us  here. 

This  form  of  light- 
ing has  helped  greatly 
to  increase  the  output 
and  to  meet  the  compe- 
tition of  the  electric 
company.  In  many 


cases,   store   windows   lighted   by   electricity   have  been    replaced   by   these 
lamps. 

Regards  the  enclosed  sign  circular,  this  form  of  installation  has  been 
taken  up  by  us  but  a  short  time  ago,  and  has  proven  very  successful. 


Gas  Arc  Installations,  Ogden  Gas  Co.,  Chicago 


90  AMERICAN  (J.vs  INSTITUTE. 

OGDEX   GAS    COMPANY. 

Chicago,  Illinois. 

MR.  F.   F.   CAULEY. 

"We  beg  to  advise  you  that  we  are  mailing  today  under  separate  cover 
some  advertising  matter  used  by  our  company  in  promoting  the  use  of 
ranges  and  water  heaters. 

Cooking  demonstrations  have  also  proved  both  interesting  and  useful 
to  our  patrons.  We  consider  this  form  of  advertising  an  excellent  one. 


THE  CINCINNATI  GAS  AND  ELECTRIC  COM  I' AX Y. 

Cincinnati,  Ohio. 

MR.   E.   E.  MILLER. 

The  most  satisfactory  results  in  selling  ranges  has  been  the  house  to 
house  solicitation.  This  has  been  augmented  by  advertising  in  the  daily 
papers.  Our  idea  is  to  make  the  prospective  purchasers  feel  that  we  are 
doing  everything  for  them,  and  that  the  company  is  doing  business  solely 
for  their  accommodation. 

We  have  our  demonstrators  call  on  our  consumers  at  least  once  in  ninety 
days.  They  examine  their  appliances,  and  if  not  working  satisfactorily 
put  them  in  perfect  order,  and  also  give  a  demonstration  of  the  most  eco- 
nomical way  for  them  to  be  used. 

In  window  lighting  we  have  our  illuminating  engineer  give  each  case 
his  personal  attention,  and  am  delighted  to  say  that  the  result  has  been 
a  wonderful  increase  in  this  line.  As  to  "Popularizing  the  Company" 
we  give  assiduous  attention  to  each  and  every  complaint,  no  matter  how 
trivial  and  treat  every  one  with  the  greatest  courtesy. 

I  neglected  to  mention  the  fact  that  we  allow  fifty  feet  of  pipe  from 
meter  to  new  gas  range,  or  its  equivalent.  We  make  no  charge  for  con- 
necting it,  or  for  setting  meter.  Enclosed  please  find  a  few  ads  that  we 
have  been  using  of  late. 


COATESVILLE  GAS  CO  .17 /MAT. 
Coatesville,  Pennsylvn  n  in . 

MR.  D.  R.  SWING. 

I  have  your  communication  of  the  l.~>ih.  inst.  Asking  for  a  contribu- 
tion to  the  "New  Business  Methods."  We  have  ;i  small  plant  and  cannot 
furnish  you  with  photographs  of  offices,  etc.  But  will  say  that  we  an- 
pushing  ranges,  etc.,  as  follows: 


NEW  BUSINESS  METHODS.  91 

We  give  a  house  to  house  canvass,  offering  ranges,  also  offering  a  light 
over  every  range,  free,  also,  we  give  away  a  waffle  iron  or  ironing  plate 
free  with  every  stove,  letting  the  purchaser  take  his  choice  which  he  wants. 
Have  sold  for  cash  with  very  few  exceptions,  this  season  and  find  it  is 
just  as  easy  to  sell  for  cash  as  on  installment  plan.  Each  fitter  is  given 
the  bill  for  the  order  he  takes  cut  and  is  to  receive  and  bring  in  the 
amount  of  the  bill  when  he  finishes  the  job  satisfactory  to  the  purchaser. 

We  have  been  giving  away  water  heaters  and  making  a  flat  charge  to 
all  for  connecting,  equivalent  to  the  price  we  would  have  charged  for  the 
heater  if  we  had  sold  it.  This  has  worked  admirably  this  season.  The 
fitter  gets  the  money  when  job  is  finished  just  as  he  does  on  ranges,  thus 
making  it  a  cash  sale. 

In  meeting  competition  in  lighting  we  have  gone  to  selling  Welsbachs 
as  low  as  ninety  cents  each  to  boost  the  sales  of  that  kind  of  lighting. 

,0n  arc  lamps  we  furnish  to  the  consumer  and  maintain  them  free  of 
charge.  The  consumer  just  paying  the  gas  bill.  The  lamp  remaining 
the  Company's  property. 


COLDWATER  GAS  LIGHT  AND  FUEL  COMPANY. 
Coldwater,  Michigan. 

MR.  GEORGE  C.  TURNER. 

Replying  to  your  letter  of  the  18th,  we  are  obliged  to  confess  that  we 
have  nothing  new  to  offer  in  new  business  methods  as  the  old  methods 
still  seem  to  us  the  most  satisfactory  in  getting  the  business  and  keeping 
up  interest. 

Our  city  has  a  population  of  6,200  and  we  have  at  present  1,350  con- 
sumers and  1,150  gas  stoves,  largely  gained  we  think,  by  the  same  line  of 
advertised  each  year,  as  well  as  by  courteous  treatment  and  good  service. 
For  a  number  of  years  during  the  stove  season,  we  have  endeavored  each 
day  to  have  an  item  at  the  top  of  the  news  column  of  our  daily  paper- 
reading  something  like  this:  "The  Gas  Company  has  put  in  a  newr  gas 
stove  for  John  Jones  on  Lincoln  street." 

It  is  remarkable  how  much  interest  this  little  newrs  item  has  created 
and  very  frequently  the  next  day  after  we  have  installed  a  stove  we  will 
receive  a  call  frcm  the  purchaser  wrho  will  complain  because  he  did  not 
see  his  name  in  the  last  evening's  paper  (not  stopping  to  think  that  we 
have  a  long  list  ahead). 

I  enclose  some  clippings  of  stove  advertising  which  I  put  in  the  local 
paper  this  summer,  always  in  the  local  news  column,  where  people  read 
them  before  discovering  they  are  advertisements,  for  which  reason  I  think 
they  have  twice  the  value  of  display  ads. 


92 


AMERICAN  GAS  INSTITUTE. 


A  farmer  who  moved  to  town  th>s 
spring  figured  it  didn  't  cost  him  a 
penny  to  do  his  cooking  as  he  had  wood 
piled  up  on  his  farm  and  all  he  had  to 
do  was  to  draw  it  to  the  city.  When 
asked  if  dollar  bills  had  been  corded  up. 
in  place  of  the  wood  and  drawn  to  his 
home  for  fuel,  whether  it  would  have 
cost  him  anything,  he  saw  his  mistake 
in  figuring,  sold  his  wood  to  a  neighbor 
and  bought  a  gas  stove. 


There  are  whole  blocks  in  Coldwater 
in  which  every  house  has  a  gas  stove. 
Let 's  make  it  unanimous. 


Coldwater  has  more  automobiles  and 
gas  stoves  than  any  other  city  of  its 
size  in  the  United  States.  Other  towns 
are  close  seconds  on  gas  stoves,  how- 
ever, so  buy  a  gas  stove  if  you  haven't 
one,  and  they'll  never  catch  us.  Be- 
sides you  will  never  regret  it  and  will 
wonder  how  you  could  keep  house  be 
fore  without  it. 


THE  NEW  POSTOFFICE 

•The  discussion  over  the  site  of  the 
new  postoffice  is  liable  to  become  pretty 
warm;  and  during  this  hot  weather  if 
is  well  to  keep  your  hous.e  cool  by  using 
a  gas  stove;  you  can  then  take  a  moro 
intelligent  part  in  the  argument  and 
not  become  "crazy  with  the  heat." 


THE  COLORADO  SPRINGS  LIGHT  AXD  POWER  COMPAXY. 
Colorado  Springs,  Colorado. 

MR.  R.  L.  GOODAL. 


I  am  a  firm  believer  in  the  great  superiority  of  good  and  forceful 
solicitors  and  representatives  to  push  the  sale  of  gas,  and  I  feel  sure  that 
there  is  no  better  means  of  popularizing  your  company  than  through  loyal 
solicitors.  The  knocker  who  is  or  has  been  a  customer  will  do  mere  damage 
in  a  month  in  changing  the  general  feeling  of  the  people  than  the  com- 
pany can  counteract  in  a  year  of  advertising. 

Good  service  at  all  times  is  the  thing  that  makes  satisfied  customers. 
and  attention  to  complaints  and  courtesy  to  your  customers  is  what  holds 
them. 

If  there  is  any  line  of  business  that  needs  a  good  location  l'<  r  ihrir 
office  and  show  rooms  and  something  to  attract  and  interest  the  people 
more  than  a  gas  company  I  do  not  know  of  it,  as  most  commercial  houses 
get  only  a  part  of  the  business  on  account  of  the  great  number  of  stores 
in  any  one  line,  while  one  or  two  gas  companies  will  get  all  the  business 
in  their  line  in  town. 

Where  there  is  only  one  gas  company  in  a  town  there  is  greater  need 
to  show  your  customers  courtesy,  as  you  will  be  judged  by  the  public 
as  being  either  indifferent  or  independent  if  you  pursue  any  other  course, 
and  I  know  of  nothing  that  will  work  to  your  disadvantage  quicker. 


NEW  BUSINESS  METHODS.  93 

Any  company  can  afford  to  spend  something  to  get  new  business,  and 
can  certainly  take  a  chance  on  losing  some  money  in  trying;  but  the 
.system  of  installing  gas-using  appliances  on  trial,  especially  the  appliances 
that  mean  a  large  income  for  the  company,  is  highly  commendable,  and 
any  outlay  made  to  demonstrate  to  your  prospective  customers  that  they 
can  be  operated  economically  is  money  well  spent. 

Any  effort  that  a  company  can  put  forth  to  increase  the  output  of  gas 
to  customers  already  connected  is  effort  along  the  right  direction,  and 
where  customers  have  any  other  means  of  cooking  by  coal  or  other  heat 
in  their  kitchen,  any  reasonable  expenditure  is  warranted  to  induce  the 
customer  to  dispose  of  their  coal  range  and  have  an  all-gas  kitchen. 

I  believe  that  in  any  specific  cases  where  it  is  necessary  to  spend  money 
to  reach  the  desired  result  that  you  get  a  quicker  return  on  your  outlay 
than  in  any  other  way. 

Cooking  demonstrations  I  consider  very  valuable,  although  they  prove 
rather  expensive  in  a  small  city,  as  the  people  that  will  attend  will  be 
limited  in  numbers,  but  as  it  is  along  the  lines  of  educating  your  customer, 
it  is  conductive  to  very  beneficial  results,  and  will  be  the  means  of  getting 
a  greater  amount  of  gas  used,  without  any  extra  main  or  piping  expense 
to  the  company. 

In  the  matter  of  compensation  for  solicitors  I  wrould  suggest  that  good 
men  are  the  best,  and  good  men  must  have  good  pay,  and  I  believe  that  a 
flat  salary,  with  the  addition  of  commissions,  is  the  proper  method  to  adopt. 

AVhile  your  Commercial  Department  is  making  its  first  effort  to  get  busi- 
ness I  believe  that  commissions,  based  on  the  appliances  sold,  is  the  only 
way  that  will  be  acceptable  to  a  solicitor,  but  if  you  are  willing  to  go  the 
limit  and  educate  the  people  to  use  gas  exclusively  for  fuel  and  light  by 
demonstration  and  advertising,  then  I  believe  that  the  only  permanent 
method  is  to  pay  the  solicitor  on  the  net  increase,  based  on  the  income 
received. 

This  will  be  a  spur  to  the  solicitor  to  use  his  ability  to  execute  your 
customers,  and  will  be  the  means  of  reaching  quicker  and  more  permanent 
results  than  can  be  done  in  anv  other  wav. 


ZENITH  FURNACE  COMPANY. 

Duluth,  Minnesota. 

MR.  C.  W.  ANDREWS. 

It  has  been  the  writer's  idea  for  some  time  that  too  littie  attention  is 
being  paid  by  gas  companies  to  increasing  the  consumption  of  smaller  cus- 
tomers. In  order  to  classify  the  customers  in  accordance  with  their  con- 
sumption the  accompanying  card  system  wras  devised.  It  will  be  noted  that 
the  card  consists  of  two  halves  which  are  not  divided  until  the  names  and 
.addresses  have  been  stamped  on  both  halves  and  the  cards  numbered 


94 


AMERICAN  GAS  INSTITUTE. 


consecutively  also  on  both  halves.  On  one  card  the  exact  consumption 
for  the  months  of  August  and  January  is  entered  and  on  the  other  the 
number  of  feet  in  thousands  beginning  with  0  for  meter  rent  only.  One 
would  therefore  represent  from  100  to  1000  feet,  two  from  1100  to  2000. 


etc.  After  the  first  consumption  records  are  made,  the  cards  are  cut  in 
half,  one  half  being  filed  in  the  same  order  as  the  meter  reader's  route 
and  the  other  half  according  to  the  index  number  of  the  consumption. 
This  half  of  the  card  also  has  space  for  notations  in  regard  to  appliances 
used.  It  seems  to  us  that  the  efforts  of  our  solicitors  can  be,  in  this  way. 
centered  on  the  customers  who  should  use  more  gas  with  an  accompanying 
large  increase  in  the  average  consumption  of  the  smaller  consumers. 


THE  EL  RENO  GAS  AND  ELECTRIC  COMPANY. 

El  Reno,  Oklahoma. 

MR.  H.  H.  STEPHENS. 

We  have  your  circular  letter  of  sometime  since,  regarding  items  of  in- 
terest pertaining  to  "New  Business  Methods."     We  are  sorry  to  state  that 


we  have  nothing  new  to  contribute  along  this  line.     We  have  used  all  the 
well  known  methods  and  have  found  them  all  helpful.     It  has,  however. 


NEW  BUSINESS  METHODS.  95 

occured  to  us  that  we  might  send  you  photos  of  our  office  window,  sign 
and  sales  room,  as  a  sample  of  a  "new  state"  Gas  and  Electric  office. 
We  have  a  pleasant  remembrance  of  the  afternoons  visit  with  you  on 


the  occasion  of  your  recent  trip  through  Oklahoma.  Trusting  you  are 
getting  unlimited  material,  and  that  the  coming  volume  of  "New  Business 
Methods"  may  be  a  very  successful  one. 


FORT  DODGE  LIGHT  AXD  POWER  COMPANY. 
Fort  Dodge,  Iowa. 

MR.  H.  E.  MORTON. 

I  am  mailing  you  today  a  photograph  of  our  office  of  which  we  are 
very  proud. 

This  picture  was  taken  on  the  day  of  our  opening  at  which  time  we 
served  freappe  and  gave  carnations  to  the  ladies  and  letter  openers  to 
the  gentlemen. 

The  office  had  just  been  newly  fitted  up  and  we  had  a  good  many  visitors 
in  the  afternoon,  and  in  the  evening  the  office  was  crowded  from  about 
seven  thirty  until  ten  o'clock. 

This  helped  us  to  get  acquainted  with  our  consumers  and  our  prospective 
consumers. 

We  are  also  sending  you  some  advertisement  matter,  which  we  have 
used. 

So  far  we  have  sold  our  gas  ranges  on  easy  payments,  or  have  given  a 
discount  of  $1.00  for  cash. 

We  have  made  free  service  connections,  free  stove  connections,  and 
have  placed  a  Welsbach  burner  over  the  stove  free  of  charge.  Heretofore, 
we  have  only  furnished  the  flame  burner  with  the  stove. 

We  feel  that  the  Welsbach  burner  will  secure  for  us  many  lighting 
consumers. 


96  AMERICAN  GAS  INSTITUTE. 

We  are  making  a  special  preposition  for  pipe  and  fixture  sales,  and  with 
each  job  of  installing  fixtures,  we  place  a  light  in  the  cellar  free  and  one 
Welsbach  burner  free.  Four  rooms  may  be  fitted  out  for  $12.25. 

For  popularizing  our  company  with  our  consumers,  we  have  sent  cir- 
culars, requesting  complaints  on  gas  stoves,  and  have  made  inspections 
free  of  charge  on  a  good  portion  of  the  stoves  in  use. 

Have  reduced  our  gas  rates,  giving  a  discount  of  ten  cents,  twenty  cents 
and  thirty  cents  per  thousand,  depending  upon  the  amount  used. 

Have  given  a  gas  range  as  a  prize  for  the  best  gas  range  advertisement. 

Also  advertised  in  the  papers  extensively,  with  the  view  of  making 
ourselves  popular  and  in  order  to  have  our  business  talked  over  at  home. 

The  method  of  compensation. 

We  are  paying  our  representatives  a  salary  and  a  bonus.  The  bonus 
being  one  cent  for  each  point.  The  points  secured  depending  upon  the 
amount  of  yearly  revenue  and  the  class  of  business  secured. 

We  feel  that  this  MTill  be  a  very  successful  method  of  compensation. 

Have  had  very  severe  competion  in  the  way  of  gasoline  plants  for 
lighting  of  stores,  saloons,  billiard  halls,  etc. 

To  meet  this  competition,  we  are  installing  gas  arcs  furnishing  the  pipe 
(where  it  is  needed)  lamps,  etc.,  and  we  are  renting  the  lamps  for  $.50 
per  month  each,  which  price  includes  maintenance. 

Where  there  are  six  or  more  lamps,  the  price  is  $.45  per  month  each, 
but  we  will  sell  the  gas  arcs  and  maintain  them  for  $.25  each  per  month. 

Our  inspector  calls  at  least  once  a  week  to  inspect  the  lights  and  oftener 
if  requested. 

We  have  installed  about  sixty  lamps  on  this  plan  this  summer. 

We  have  just  placed  on  our  floor  a  gas  range  which  has  a  coke  fire  box 
attachment,  so  that  the  consumers  who  do  not  have  furnaces,  may  keep 
their  kitchen  warm  in  the  winter  time  by  the  use  of  coke  and  may  cook 
with  gas. 

By  this  plan  you  will  see  that  we  secure  both  coke  business  and  gas 
business.  It  makes  some  unprofitable  consumers,  profitable. 

You  will  note  that  some  of  these  plans  are  not  at  all  new,  but  if  there 
is  anything  contained  herein  which  you  can  use,  I  am  sure,  I  will  he  gl.-id 
to  have  contributed  a  mite  to  the  book. 


CITY  GAS  WORKS. 
Fredericksbwg,  Virginia. 

MR.  B.  F.  BULLOCK. 

Your  letter  of  the  18th  inst.  received  and  contents  noted. 

As  I  told  you  last  year  for  the  Ohio  Association,  this  being  a  Municipal 
plant,  very  little  can  be  accomplished  in  the  Novelty  line  of  advertising. 

We  do  not  handle  appliances  of  any  kind,  and  before  I  came  here  every- 
thing was  charged  for  except  for  blowing  out  services. 


NEW  BUSINESS  METHODS.  97 

i 

We  now  give  free  pipe  for  all  gas  ranges  or  water  heaters  set,  give  first 
class  attention  to  all  complaints  and  expect  shortly  to  handle  Welsbach 
lights,  these  we  will  set  for  actual  cost. 

For  helping  our  gas  range  sales  we  had  several  dealers  connect  up  some 
for  exhibition  purposes  the  same  as  is  done  in  gas  company's  offices,  we 
supplying  the  gas  for  the  purpose. 

This  of  course  is  not  new  to  you  but  as  I  said  in  the  beginning,  this  is 
a  Municipal  plant  and  not  given  to  novelty  work. 

I  will  try  this  fall  to  get  the  college  here  to  interest  their  chemistry 
class  in  gas  manufacture,  and  offer  a  medal  to  the  scholar  writing  the  best 
essay  on  our  works  and  methods,  but  I  don't  think  anything  surpasses  a 
heart  to  heart  talk  with  the  prospective  consumers. 


MESSERS.  CHILD,  HULSWIT  AND  COMPANY. 

Grand  Rapids,  Michigan. 

MR.  RALPH  S.  CHILD. 

The  writer  has  endeavored  to  give  you  a  brief  outline  of  some  of  the 
methods  adopted  to  promote  New  Business  for  the  various  gas  properties 
operated  by  Child,  Hulswit  &  Company — in  cities  of  from  8,000  to  20,000 
population. 

In  the  first  place  we  urge  upon  all  of  our  managers  the  vital  necessity 
of  establishing  and  maintaing  the  most  pleasant  relations  between  the 
public  and  the  Company.  And  the 
keynote  to  this  is  "Satisfactory  Ser- 
vice ' '  —  courteous,  careful,  untiring 
attention  to  the  consumers  interests. 

This  feeling  can  always  be  material- 
ly strengthened  by  keeping  on  good 
terms  with  the  newspapers.  We  ad- 
vertise in  them  all— show  no  partialty 
in  giving  out  news  items,  and  try 
to  maintain  such  relations  that  when 
they  make  mention  of  us  it  is  com- 
mendatory—not otherwise.  We  have 
found  several  papers  always  willing 
to  publish  reading  notices  of  improvements  and  extensions,  or  any 
attractive  appliances  placed,  all  of  which  is  good  advertising  for  the  com- 
pany. 

On  assuming  the  management  of  a  company,  if  it  does  not  occupy  an 
attractive  office  and  display  room,  we  take  immediate  steps  to  secure  one. 
For  we  have  found  that  an  important  step  in  promoting  New  Business 


98  AMERICAN  GAS  INSTITUTE. 

is  to  have  all  gas  appliances  displayed  in  an  airy,  light  room,  so  they  can 
be  shown  in  actual  operation,  and  their  value  easily  demonstrated  to  the 
prospective  customer.  Too,  it  affords  a  pleasant  place  of  meeting  for 
company  and  consumer,  and  tends  toward  strengthening  friendly  relations. 

Upon  the  opening  of  a  new  office  and  display  room,  we  have  given  a 
public  reception,  liberally  advertised  in  the  papers,  invitations  being 
mailed  to  each  consumer  and  the  public  generally  invited.  The  office 
would  be  decorated,  music  furnished  by  an  orchestra,  souvenirs  given, 
refreshments  served,  and  the  result  was  a  crowded  room  afternoon  and 
evening.  Invariably  the  newspapers  give  lengthy  write-ups  commending 
the  company's  management  on  their  new  quarters,  the  appliances  dis- 
played and  liberal  policy  of  advertising. 

Every  Spring  at  the  beginning  of  the  gas  range  season,  it  has  been  the 
custom  of  giving  somewhat  similar  receptions  and  these  have  always  been 
very  beneficial  and  the  expense  not  large.  At  one  property  last  spring,  the 
manager  hauled  his  ranges  from  the  freight  house  to  the  office  in  large 
drays,  the  sides  hung  with  appropriate  advertising  banners.  The  pro- 
cession, preceded  by  a  bugler,  passed  along  all  the  principal  business  and 
residence  streets  and  created  very  favorable  impression.  The  newspapers 
referred  to  it  in  a  pleasing  manner  and  the  public  'couldn't  forget  that 
it  was  "time  for  a  gas  range." 

At  another  property  the  manager  used  large  newspaper  space  offering 
a  $13.00  range  to  the  writer  of  an  advertisement  giving  the  best  reasons 
"Why  every  house-wife  should  use  a  Gas  Range."  He  also  offered  a 
premium  of  $1.00  to  apply  on  the  purchase  of  any  range  bought  during 
the  year  to  all  who  sent  in  advertisements  that  the  company  could  use. 
The  result  of  this  scheme  was  that  the  whole  town  was  talking  about  gas 
ranges  and  the  Gas  Company's  offer.  Ten  ranges  were  sold  immediately 
and  the  names  secured  of  fifty  people  that  desired  ranges.  This  was 
advertising  that  brought  results. 

Outdoor  demonstrations  have  proved  a  profitable  form  of  promoting 
New  Business  at  another  property.  After  completing  the  laying  of  a  main 
in  a  new  district,  the  manager  would  secure  from  some  property  owner 
along  the  line  the  use  of  his  lawn,  tap  the  main,  put  in  a  temporary  ser- 
vice and  meter,  connect  up  stoves  on  the  lawn  and  then  with  the  aid  of 
a  lady  demonstrator,  would  start  a  campaign  of  practical  education 
among  the  people  in  the  neighborhood.  In  the  evening  the  grounds  would 
be  brilliantly  lighted  with  gas  arc  lights  and  the  house  would  be  fitted 
with  new  fixtures  and  Welsbach  lights.  On  one  street  alone,  after  such 
a  demonstration,  five  orders  were  secured  for  ranges  and  three  for  house 
piping,  from  people  who  had  been  systematically  solicited  before  the  main 
was  laid  but  who  through  ignorance  of  the  convenience  and  safety  of  gas, 
had  refused  to  place  their  orders. 

The  sale  of  coke  has  been  pushed  successfully  by  mailing  descriptive 
booklets  to  farmers  along  the  rural  routes— offering  free  trial  samples— 
also  painting  signs  on  country  fences  and  displays  at  the  County  Fair. 


NEW  BUSINESS  METHODS. 


99 


In  outlying  districts,  grocery  stores  have  sold  coke  on  commission  from 
samples.  This  plan  was  followed  where  the  use  of  coke  as  a  stove  or 
furnace  fuel  was  new. 

It  is  surely  true  that  in  no  business  is  the  saying  "Eternal  vigilance 
is  the  price  of  liberty"  so  applicable  as  in  the  gas  business,  and  we  im- 
press this  upon  our  managers  constantly — and  they  in  turn  upon  their 
entire  working  force.  Bearing  this  in  mind  and  all  working  in  unison  for 
the  best  interests  of  the  Gas  Company,  they  form  a  strong  force  in  pro- 
moting New  Business. 

Operating:— LaPorte  Gas  Light  Co.,  Laporte,  Ind.,  Cadillac,  Gas  Light 
Co.,  Cadillac,  Mich.,  Mattoon  Gas  Light  &  Coke  Co.,  Mattoon,  111.,  Fort 
Dodge  Light  &  Power  Co.,  Fort  Dodge,  la.,  Cheboygan  Gas  Light  Co., 
Cheboygan,  Mich.,  Citizens  Kailway  &  Light  Co.,  Muscatine,  la. 


THE  GREELEY  GAS  AND  ELECTRIC  COMPANY. 

Greeley,  Colorado. 


MR.  PAUL  CHALLISS. 


In  response  to  your  letter  of  15th  inst., 
will  say  that  I  regret  my  inability  to  con- 
tribute anything  new  or  novel,  having 
done  practically  nothing  during  the  past 
year  in  an  effort  to  get  New  Business, 
but  turning  most  of  my  attention  toward 
getting  a  new  works  to  take  care  of  the 
New  Business  which  is  awaiting  us  here. 
I  hope  that  next  year  I  may  be  able  to 
send  you  something  more  interesting. 

We  run  three  inches  in  each  of  the 
three  papers  here,  changing  each  week, 
and  I  enclose  a  few  samples. 


The  Grtrley  Gas  and  Electric  Company 


Cook  With  Gas 
faslXTdW 

Cook  Witt  fas 

fas  Co,  Id  »? 

Cook  Will  fas 
GasCo.Td*; 

Cook  With  Gis 
fas  Ct,  Id.  17 

Cook  With  Gas 

"rujT^yiir"' 

fas  Co.,  Tel.  « 

GREENVILLE  GAS  AND  COKE  COMPANY. 

Gree nville,  Mississippi. 

MR.  W.  G.  LEET. 

The  way  people  call  up  sometimes  on  the  telephone  and  tell  you  how 
often  they  have  to  put  quarters  in  their  meters,  you  would  think  there 
had  been  a  bank  robbery ;  truth  is  they  do  not  realize  how  small  an  amount 
twenty-five  cents  a  day  is,  or  twenty-five  cents  every  other  day  which  is 


ICO 


AMERICAN  GAS  INSTITUTE. 


more  often  the  case ;  to  obviate  this  little  trouble  we  have  sent  out  a  little 
card  like  the  enclosed,  and  when  they  remember  that  they  used  to  buy 
a  load  of  wood  or  coal  costing  a  dollar  and  a  half  every  week,  they  see 
that  they  are  really  economizing  when  they  thought  they  were  being 
robbed. 

We  are  getting  lighting  business  under  a  very  fierce  electric  competi- 
tion ;  we  maintain  our  lighting  appliances,  and  for  the  information  of 
others  I  am  constrained  to  say  that  I  have  been  surprised  at  the  little 
cost  of  cleaning  lamps  cnce  a  wreek,  furnishing  mantels  and  globes;  the 


THAT  LITTLE  QUARTER 

, 1  IN  YOUR  GAS-METER  I 


25c  Every  Day  is  ,  . 
25c  Every  Other  Day  is 
25c  Every  Third  Day  is , 
25c  Every  Fourth  Day  is 
50c  Every  Day  is  ,  , 
75c  Every  Day  is  . 


$7,50  per  month 

$3,75   per  month 

$2,50  per  month 

$1.87^  per  month 

$15,00  per  month 

$22.50  per  month 


See  how  long  a  "Quarter  la£s  and  you  can  tell  how  your  Gas 
bill  is.  See  if  you  can  do  more  cooking  with  the  same  money 
invested  in  coal  or  wood.  Save  two-thirds  your  time,  half 
your  work  and  worry  and  ten  per  cent  of  your  food  Stuffs. 


total  cost  is  less  than  ten  cents  per  thousand  feet  of  gas  sold  for  lighting 
purposes,  while  we  get  thirty-five  cents  per  thousand  more  for  the  gas.  This 
comprises  about  all  the  "New  Business  Methods"  I  can  mention,  our 
other  methods  being  largely  copied  from  others  with  which  your  sub- 
scribers are  all  familiar. 


THE  GUTHEIE  GAS  LIGHT,  FUEL  AM)  IMPROVEMENT  CO. 

Guthrie,  Oklahoma. 


MR.  W.  J.  DIBBENS. 

Replying  to  your  letter  of  August  16th,  "New  Business  Methods," 
would  say  this  Company  does  not  have  very  much  to  offer,  but  will  give 
you  what  we  have. 

Regarding  advertising  matter,   would   say   that   each   Aveek   or  so,  we 


NEW  BUSINESS  METHODS.  101 

change  our  ads  in  both  of  the  dailies  here.  We  usually  make  our  ads  to 
fit  the  season  of  the  year,  for  instance,  in  Summer  time  we  usually  ad- 
vertise stoves  exclusively;  in  the  Fall  we  begin  to  advertise  lights  and 
water  heaters,  and  in  the  middle  Fall  we  begin  the  gas  heaters,  and  split 
advertising  up  in  that  way.  The  only  advertising  in  newspapers  is  our 
standing  ads  in  them.  We  do  not  take  any  other  advertising  in  any 
other  publication,  and  whatever  money  we  may  have  to  expend  aside 
from  our  standing  ads,  we  put  in  the  shape  of  hot  pan  lifters,  paper 
cutters,  pin  trays,  fans,  calenders,  etc.,  and  distribute  these,  as  we  find 
this  latter  way  is  more  efficacious  than  too  much  newspaper  advertising. 

We  would  be  glad  to  send  you  some  photographs,  but  so  far  have  not 
got  around  to  take  any.  We  are  beginning  to  light  up  show  windows 
with  Humphrey  arc  lamps. 

Our  plan  for  selling  ranges  is  principally  on  the  installment  plan.  In 
some  rare  cases  where  a  prospective  consumer  is  very  dubious,  we  will 
put  the  stove  in  on  trial  for  cne  month  and  no  charge  is  made  for  rental 
or  no  payment  at  all  for  the  first  month.  We  find  this  in  some  cases  gets 
us  a  consumer  which  we  otherwise  would  not  secure,  but  this  is  only  done 
in  stubborn  cases.  I  may  add  that  we  are  enabled  to  control  the  situation 
exclusively  here  as  regards  supplies,  because  we  are  the  only  people  in 
Guthrie  handling  gas  appliances  at  all.  We  are  also  furnishing  fixtures 
and  piping  houses  for  lights  on  the  installment  plan  the  same  as  we  sell 
ranges.  In  this  way  we  secure  a  number  of  lighting  customers  who 
otherwise  could  not  afford  to  pay  the  cash  for  the  work.  We  are  also 
enabled-  to  do  this  as  we  wish,  because  we  are  the  only  pipe  fitters  in  town. 
Occasionally  we  also  sell  our  water  heaters  on  the  installment  plan,  but 
as  a  rule  this  is  not  necessary  as  they  seem  to  take  very  well  and  the 
customer  is  usually  willing  to  pay  cash. 

There  is  not  a  very  large  field  here  yet  for  industrial  appliances,  and 
what  we  sell  of  these  are  usually  coffee  urn  burners,  hair  dressing  dryers, 
gas  china  kilns,  candy  cookers,  wax  heaters,  soldering  iron  furnaces, 
etc. 

As  mentioned  above  the  scheme  for  general  advertising  Is  usually  to 
give  some  small  article  free.  Sometimes  we  give  a  toaster  or  broiler. 

Our  method  of  popularizing  our  Company  is  to  continually  call  on  the 
people  and  let  them  know  we  are  alive.  I  find  that  a  good  man  making 
the  rounds  is  the  best  way  to  make  the  people  think  of  iis. 

We  meet  competition  in  a  fair  and  square  way  by  knowing  the  amount 
of  gas  our  various  appliances  will  consume,  and  guaranteeing  the  people 
good  service,  economy  and  efficiency. 

Regarding  our  method  of  lighting,  would  say,  that  wherever  a  stove 
is  put  in,  a  free  light  is  put  in  the  kitchen  just  above  the  stove.  This  we 
find  in  a  large  number  of  cases,  leads  up  to  piping  the  rest  of  the  house 
for  gas.  When  the  people  have  demonstrated  to  them  in  this  way  the 
superiority  of  gas,  they  as  a  rule  begin  to  talk  about  piping  the  rest  of 
the  house  for  lights,  and  in  this  way  we  secure  a  great  deal  of  house 
lighting  we  otherwise  would  not  secure. 


1(."J  AMERICAN  GAS  INSTITUTE. 

We  are  extremely  particular  regarding  the  maintenance  of  our  lights 
or  arc  lamps,  and  clean  them  once  a  week,  and  sometimes  when  the 
weather  is  very  dusty  we  will  clean  some  of  them  twice  a  week,  in  order 
that  there  may  be  no  complaint.  We  are  very  particular  to  keep  the 
mantles  and  globes  in  good  shape.  We  light  a  number  of  stores  and 
windows  with  small  lights,  and  we  are  as  particular  with  these  small 
lights  as  we  are  with  the  arcs,  inspecting  them  regularly  and  cleaning 
them  so  that  the  customer  will  secure  the  full  efficiency.  We  are  not 
supposed  to  do  this,  but  where  a  customer  is  too  busy  or  too  lazy,  or 
does  not  realize  the  importance  of  keeping  them  clean,  we  would  rather 
do  it  ourselves,  as  we  consider  it  a  good  ad  for  ourselves,  and  is  another 
way  of  spending  a  little  money  on  advertising.  We  also  do  this  some- 
times in  cases  of  residences.  Sometimes  of  an  evening  when  our  men 
are  passing  business  hcuses  or  residences  and  see  that  the  lights  are  not 
giving  their  full  efficiency,  he  goes  in  and  attends  to  it,  as  it  simply 
may  be  in  the  adjustment  of  the  burner  and  is  fixed  in  a  very  few 
seconds. 

Our  method  of  compensation  to  salesmen  has  been  a  certain  salary  and 
then  a  commission  on  each  appliance  sold. 

The  only  cooking  demonstrations  we  have  given  are  where  churches 
desire  to  have  a  benefit  dinner  or  supper  in  the  down  town  district,  and 
they  accordingly  get  the  use  of  an  empty  store  room,  we  furnish  the 
stove  and  gas  in  order  that  they  may  do  their  cooking,  and  it  is  adver- 
tised that  the  meals  are  cooked  with  gas. 

This  is  about  all  I  can  give  you  just  now.  You  must  remember  that 
Guthrie  is  only  16  years  old  and  the  methods  we  pursue  here  are  of  a 
necessity  considerably  different  than  the  methods  used  in  the  old  cities. 


HASTINGS  LIGHT  AND  HEAT  COMPANY. 

Hastings,  Nebraska. 

,  MR.  A.  W.  BORDEN. 

I  ~ 

In  response  to  your  request  of  August  loth  we  are  sending,  in  our 
small  way,  our  contribution  "for  the  good  of  the  cause."  Under  sepa- 
rate cover  we  are  mailing  you  photo  of  the  interior  of  our  small  office 
and  show  room  in  one,  which,  though  rather  a  poor  photo,  will  perhaps 
give  some  idea  of  our  arrangement  of  samples  and  so  rn.  We  also  send 
an  advertising  sheet  showing  the  class  of  newspaper  cuts  with  which  we 
have  been  very  successful.  You  will  notice  that  the  same  figure  is  car- 
ried throughout  the  series  and  we  find  that  the  end  is  thus  attained  in 
that  it  proves  of  double  interest  to  the  reader.  In  the  way  of  general 
advertising,  we  have  found  that  the  three  or  four  line  local  item,  prop- 
erly written,  is  at  once  inexpensive  and  efficient.  Regardless  of  what  we 


NEW  BUSINESS  METHODS.  103 

may  have  in  our  space,  we  aim  to  keep  four  or  five  of  these  items  on  the 
local  sheet  all  the  time  and  change  daily. 

With  regard  to  methods  of  compensation  of  salesmen,  our  institution 
is  scarcely  large  enough  to  warrant  keeping  a  salesman  or  solicitor  con- 
stantly at  work.  We  make  a  general  canvass  of  our  proposed  territory 
carefully  taking  the  name,  address  and  other  available  particulars  in  con- 
nection with  every  prospective  in  that  territory.  This  gives  us  a  mailing 
list  to  work  on  in  the  office,  and  we  have  found  it  an  excellent  method 
to  get  in  touch  with  seme  representative  young  man  living  in  a  certain 
district  and,  after  procuring  his  own  application  for  gas,  stove  and 
service,  to  make  him  a  proposal  of  suitable  returns  to  canvass  his  'own 
neighborhood.  We  have  found  it  profitable  as  well  as  excellent  advertis- 
ing to  make  such  a  person  a  gift  of  a  gas  range,  placed  in  readiness 
for  use,  in  return  for  a  certain  number  of  applications  which,  of  course, 
must  represent  absolute  sales.  We  always  keep  our  open  services  and 
street  main  ditches  well  posted  with  lantern  signs.  We  believe  in  bill 
posting.  We  have  the  words  "Cook  with  Gas"  painted  in  large  size  let- 
ters of  white  against  the  black  background  of  our  largest  gas  holder 
which  faces  the  main  thoroughfare.  In  short,  we  keep  our  business  be- 
fore the  public  constantly,  and  in  any  way  that  appeals  to  us  as  being 
inexpensive.  We  do  not  believe  in  directory  or  program  advertising,  as 
that  is  old  and  in  our  estimation  only  the  new  counts  for  much.  We 
keep  the  exterior  of  our  office  illuminated  with  the  new  Humphrey  out- 
door gas  arc,  which  lights  up  the  show  window  admirably  as  well  as  the 
street.  We  also  find  this  a  very  profitable  medium  through  which  to 
push  gas  sales. 

We  trust  that  these  ideas  may  not  prove  to  be  so  old  but  that  they  may 
prove  suggestions  of  aid  to  somebody. 


HOLLAND  CITY  GAS  COMPANY. 

Holland,  Michigan. 

MR.   E.    M.   OSBOURNE. 

Yours  of  15th  ult.  received  and  noted.  Am  sorry  that  I  have  been  out 
of  the  city,  returning  late  last  week,  and  since  have  been  too  busy  to 
take  this  matter  up,  but  will  do  what  I  can  now  to  show  that  I  appre- 
ciate your  efforts  along  this  line,  and  am  anxious  to  add  my  wee  mite  to 
the  great  sea  of  information  gathered  in  this  good  work. 

I  enclose  some  clippings  from  the  papers  here,  which  indicate  one  way 
we  advertise.  We  run  readers  through  the  locals  also.  Some  of  these 
cuts  are  furnished  by  F.  D.  Moses,  Trenton,  N.  J.,  and  some  by  other 
firms  in  this  line.  Some  I  secure  from  the  company  furnishing  the  ap- 
pliance advertised. 


104  AMERICAN  GAS  INSTITUTE. 

We  also  use  billboards  through  the  town,  street  car  ads,  and  program 
ads.  These  latter  we  do  not  think  much  of  except  as  one  way  of  popu- 
larizing the  company,  as  there  is  bound  to  be  a  good  many  patrons  of  your 
company  interested  in  the  program.  Then,  too,  it  keeps  the  gas  com- 
pany and  its  wares  constantly  before  the  public  eye.  We  have  special 
demonstrations,  and  lively  solicitors,  who  never  tire  of  telling  the  old,  old 
story  of  gas  and  its  many  advantages.  Believe  in  window  dressing  in  an 
artful  way;  believe  in  personal  solicitation.  We  have  had  success  in 
securing  lighting  in  residences  by  offering  a  combination  of  fixtures  for 
say  four  rooms  at  the  very  lowest  figure  as  a  complete  job,  and  thus  re- 
move the  fear  many  have  that  the  gas  company  will  get  even  for  the 
house  piping  job  by  charging  good  round  prices  for  fixtures. 

By  diligent  and  untiring  efforts  to  serve  the  public  well  and  faithfully, 
being  sure  the  smallest  detail  of  the  worst  chronic  kicker  is  listened  to 
politely  and  attended  to  in  accordance  with  its  importance. 

We  have  a  live  competitor  in  a  city  lighting  plant  with  very  efficient 
management,  and  a  price  for  power  and  light  that  makes  us  hustle  to 
keep  apce,  but  we  do  it,  and  gain  surely  and  constantly.  We  use  Hum- 
phrey arcs  for  store  lighting,  having  350  inside  and  42  outside  arcs  in 
use  now.  We  install  our  arcs  free,  charging  for  the  piping  only,  and  we 
maintain  them  at  cost  to  us. 

We  usually  advertise  with  signs  where  a  new  main  is  being  laid.  Our 
drayman  has  gas  signs  overspreading  his  wagon  and  on  his  umbrella  and 
horse  blankets.  We  distributed  fans,  aiid  are  now  ready  to  give  each 
school  pupil  a  ruler;  then  we  also  use  calendars  to  good  advantage. 

It  pays  to  advertise.  Do  it  in  novel,  original  ways,  do  it  in  the  regular 
way,  but  do  it,  do  it.  Go  after  the  business,  get  it,  and  be  sure  to  keep 
it  once  it  is  yours. 

We  pay  solicitors  a  straight  salary.  A  good  salary.  Fill  them  with 
the  proper  vim  and  keep  them  full  of  it,  and  we  get  the  business. 

Any  prospects  of  solicitors  coming  to  the  office  and  closing  deal,  credit 
is  given  to  the  proper  one.  If  one  can  not  secure  a  certain  party,  an- 
other is  sent;  in  case  of  failure,  manager  tries,  and  thus  we  all  work  to- 
gether for  the  common  cause. 

We  put  in  free  services  for  fuel  or  light,  and  we  furnish  free  a  coin  nidi' 
Welsbach  light  en  every  range  we  sell. 

Hoping  this  will  not  be  too  late,  and  wishing  you  the  best  success  which 
the  wrork  deserves,  etc. 


JACKSON  COUNTY  LIGHT,  HEAT  AND  POWER  COMPANY. 

Independence,  Missouri. 

MR.  ROBT.  S.  MILLER. 

We  have  your  circular  letter  of  August  16th,  and  in  reply  thereto  we 
beg  to  state  that  we  have  no  original  methods  for  securing  new  business 
that  have  not  been  tried  and  found  successful  by  other  firms.  We  do 


NEW  BUSINESS  METHODS.  105 

some  local  advertising,  but  depend  mainly  on  the  efforts  of  a  solicitor, 
making  a  house  to  house  canvass.  We  are  enclosing  you  an  advertise- 
ment which  seemed  to  take  well  and  excite  considerable  attention,  fur- 
nished by  Andrew  Jergens  Co.,  Cincinnati,  Ohio. 


THE  IOWA  GAS  COMPANY. 

Iowa  Falls,  Iowa. 

MR.  GEO.  S.  FOREST. 

In  compliance  with  your  request  we  are  sending  you  copies  of  some  of 
the  best  advertising  matter  we  have  ever  used. 

The  object  of  every  cooking  demonstration  is  to  get  the  people  where 
you  can  talk  to  them.  In  order  to  do  this  there  must  be  some  attrac- 
tion. We  made  the  attraction  the  best  range  we  had  in  stock.  We 
wanted  information  about  who  our  visitors  were  and  how  they  were 
doing  their  work.  To  get  this  we  had  them  fill  out  blank  cards  like  en- 
closed sample  before  wre  would  give  them  a  ticket  on  the  stove.  If  a  lady 
came  back  the  second  day,  or  the  third  day,  she  received  an  additional 
ticket  for  each  day  she  came.  This  induced  her  to  come  every  day.  She 
talked  to  her  neighbor,  who  also  got  into  the  habit  of  coming.  !In  the 
forenoons  our  solicitors  and  demonstrators  visited  the  people  in  their 
homes,  taking  with  them  the  blank  information  card,  which  they  filled  out 
and  placed  on  record  in  the  office.  From  this  record  we  have  information 
to  work  on  for  all  time  to  come,  and  by  this  system  we  were  able  to  sell 
more  gas  ranges  in  two  weeks  than  we  had  sold  in  the  previous  twelve 
months. 

The  gas  business  in  towns  of  less  than  ten  thousand  people  is  one  that 
requires  more  careful  study  and  attention  than  almost  any  other  business 
in  which  one  could  engage.  The  low  price  of  gas  in  large  cities,  and  the 
free  service  proposition,  is  eternally  quoted,  and  people  cannot  see  why 
the  small  towns  with  an  output  of  fifteen  or  twenty  thousand  cubic  feet 
per  day  cannot  sell  gas  as  cheaply  and  make  as  good -profit  as  the  city 
gas  companies  with  an  output  of  several  million  cubic  feet  per  day.  I 
believe,  however,  that  the  cheapest  advertising  one  can  do  is  the  free 
service,  even  for  small  towns,  and  wre  shall  adopt  this  plan-  in  the  future. 

We  never  cut  prices  or  run  down  our  competitors.  We  meet  competi- 
tion in  all  cases  by  giving  just  a  little  better  service  than  is  expected  of 
us  and  a  prompt  attention  to  all  calls  for  readjustment  of  stoves  and 
lamps. 


106  AMERICAN  GAS  INSTITUTE. 

WINNEPESAUKEE  GAS  AND  ELECTRIC  COMPANY. 

Laconia,  New  Hampshire. 

MR.  F.   T.  BROCKINGTON. 

Enclosed  you  will  find  a  few  of  the  answers  according  to  my  idea  and 
from  my  own  experience  in  the  gas  industry. 

Schemes   for  selling  ranges. 

Answer.  Sell  the  range  at  actual  cost,  install  free  and  give  as  an  in- 
ducement 1,OCO  cubic  feet  of  gas  free  with  every  gas  range  set  within 
some  specified  time,  say  one  month. 

Second.  Another  scheme  was  to  give  with  every  range  one  incandes- 
cent gas  burner  installed  over  range.  Both  schemes  showed  results  with  us. 

Methods  for  compensation  of  salesmen. 

Answer.     Medium  salary  and  commission  makes  them  hustle. 

Cooking  demonstrations. 

Answer.  A  gcod  scheme  is  to  offer  cash  prizes  among  your  consumers, 
to  the  lady  baking  the  best  loaf  of  bread  or  cake,  in  a  gas  range,  having 
the  samples  on  exhibition  at  the  company's  office,  choosing  three  of  the 
most  popular  bakers  in  the  town  for  the  judges.  It  starts  enthusiasm 
among  your  consumers  and  shows  what  can  be  done  with  a  gas  range. 

Second.  Pick  out  a  good  gas  range  operator  from  one  of  your  old 
consumers  and  have  her  follow  up  the  new  customers  as  soon  as  their 
range  is  connected  and  teach  the  new  customer  how  to  operate  the  range 
at  her  own  home  and  under  local  conditions.  Have  .tried  both  schemes 
and  worked  well. 

Hope  the  above  answers,  or  in  other  words,  schemes,  will  be  of  some 
benefit  to  the  furthering  of  our  product. 


OHIO  AND  INDIANA  CONSOLIDATED  NATURAL  AND 
ILLUMINATING  GAS  COMPANY. 

Lima,  Olii<>. 

MR.  S.  E.  MuLiioi.i.AM). 

Acknowledging  your  communication  of  the  18th  inst.,  concerning  re- 
quest of  the  15th,  made  for  New  Business  Methods,  beg  to  advise  that 
this  company  has  a  new  supply  of  natural  gas  that  has  very  largely 
taken  the  place  of  artificial  gas  business.  Therefore,  we  are  not  doing 
anything  special  in  the  way  of  artificial  business,  with  the  exception  of 
placing  Humphrey's  out-door  gas  arcs.  We  are  putting  out  a  good 
many  of  these,  attaching  them  to  gas  meter  and  charging  25  cents  each 
per  month  for  maintenance  and  care,  including  lighting  and  extinguish- 


NEW  BUSINESS  METHODS.  107 

ing,  and  while,  of  course,  the  revenue  is  not  very  high  at  this  time  of  the 
year,  has  kept  us  a  good  many  gas  customers  in  business  houses  who  have 
heretofore  been  lighting  their  windows  on  the  inside  with  electricity. 

Regret  that  I  cannot  give  you  anything  further,  but  would  be  pleased 
to  receive  a  volume  of  the  book  when  published. 


LINCOLN  GAS  AND  ELECTRIC  LIGHT  COMPANY. 

Lincoln,  Nebraska. 

MR.  HOMER  HONEYWELL. 
SOME  OP  OUR  NEW  BUSINESS  METHODS. 

We  sent  up  about  two  hundred  small  balloons,  to  which  was  attached 
a  tag.  This  tag  was  good  for  a  credit  of  one  dollar  on  a  gas  range,  or 
could  be  redeemed  in  cash  for  ten  cents.  Enclosed  you  will  find  a  picture 
of  the  crowd  in  front  of  the  gas  office  when  the  balloons  were  liberated. 

We  gave  a  discount  of  five  dollars  on  any  gas  range  bought  by  a  June 
bride  during  the  month  of  June. 

We  loaned  gas  ranges  to  church  fairs. 

We  have  a  display  of  appliances  at  the  annual  state  fair,  and  duplicate 
the  premiums  given  for  bread  and  cake  by  the  State  Fair  association,  pro- 
viding it  was  baked  in  a  gas  range. 

We  give  gas  ranges  to  churches  and  lodges  in  order  to  familiarize  the 
ladies  with  their  use. 

We  have  a  w^ell  decorated  wagon  loaded  with  gas  ranges,  heaters  and 
water  heaters  taken  out  on  each  of  the  territories,  for  two  or  thre  days 
at  a  time,  about  twice  a  year. 

We  give  a  prize  of  $3.00  a  week  to  the  employee  turning  in  the  most 
tips  on  which  business  is  realized:  $2.00  for  the  second  prize;  $1.00  for 
the  third  prize.  All  employees  except  office  employees  and  solicitors  are 
allowed  to  turn  in  tips  for  these  prizes. 

During  the  discount  period  we  have  a  woman  in  the  office  demonstrat- 
ing small  gas  appliances,  and  serve  waffles  and  coffee,  biscuit  and  coffee, 
or  some  such  light  food. 

We  send  out  monthly  calendars. 

Use  space  in  the  daily  newspapers  liberally. 

Pay  prompt  and  particular  attention  to  all  complaints. 

Take  prominent  part  in  all  movements  for  the  welfare  of  the  city. 

Have  good  display  windows  and  change  the  display  often  and  try  to 
make  them  attractive. 

We  pay  a  dollar  for  any  ad  we  care  to  publish,  and  publish  the  name 
of  the  party  sending  in  the  ad. 

Give  prizes  to  school  children  for  essays  pertaining  to  the  use  of  gas. 

Give  an  Annual  Opening  at  which  we  serve  punch  and  cake.  Have 
music  and  give  each  lady  a  carnation. 


108  AMERICAN  GAS  INSTITUTE. 

We  pay  the  solicitors  a  small  salary  and  a  percentage  of  the  increase 
of  gross  revenue  over  the  same  months  for  the  previous  year.  A  certain 
number  of  points  per  dollar  of  estimated  revenue^  are  given  for  each  class 
of  business.  Naturally,  a  larger  number  of  points  are  given  for  good  busi- 
ness and  a  very  small  number  of  points  for  undesirable  business.  The 
amount  of  money  that  each  solicitor  gets  depends  upon  the  number  of 
points  turned  in  from  his  territory,  in  proportion  to  the  number  of  points 
turned  in  from  all  territories. 

Money  prizes  are  frequently  held  up  for  meritorious  \vork  along  spe- 
cial lines. 

We  hold  our  demonstrations  in  the  winter  months.  Two  afternoons 
and  one  evening  a  week.  When  not  otherwise  engaged  the  demonstrator 
gives  house  to  house  demonstrations  or  special  demonstrations  arranged 
by  the  church  societies  in  the  church  parlors. 


LTXN  GAS  AND  ELECTRIC  COMPANY. 

Lynn,  Massachusetts. 

MR.  CHAS.  F.  PRICHARD. 

In  the  press  of  other  business  your  circular  letter  of  Aug.  15th  has  not 
received  the  attention  it  should,  and  possibly  this  may  be  too  late  for 
your  use  even  if  it  is  of  any  tfse  to  you.  We  think  that  our  success  in 
building  up  our  business  is  due  largely  to  the  fact  that  we  keep  the  use 
of  gas  prominently  before  the  people  and  we  make  it  easy  and  inex- 
pensive for  them  to  get  and  use  gas  by  requiring  no  form  of  contract 
and  no  expense  for  service  or  meter  by  selling  them  gas  appliances  at 
cost  and  by  using  every  possible  means  to  give  them  the  highest  grade 
service.  Having  once  obtained  a  customer,  we  strive  in  every  possible 
way  to  keep  him,  and  do  this  by  the  low  price  of  gas  and  by  the  atten- 
tion he  receives  from  our  employees,  who  strive  to  keep  his  service  satis- 
factory. We  advertise  in  all  local  papers  and  issues  of  society  and  other 
local  schemes.  We  have  passed  through  the  period  of  cooking  demon- 
strations and  do  not  put  as  much  stress  on  soliciting  as  we  have  in  the 
past,  believing  perhaps  that  cheap  gas  and  ease  with  which  the  consumer 
can  get  his  supply  are  the  two  best  solicitors  the  company  can  have. 

I  enclose  some  copies  of  advertising  matter  which  is  substantially  what 
all  the  companies  use.  Perhaps  one  feature  which  has  been  of  as  much 
advantage  as  any  of  the  others  is  the  talking  electric  sign  on  the  top  of 
our  building,  which  can  be  seen  at  considerable  distance,  and  which  is 
changed  frequently.  Some  of  this  ''talk"  I  enclose. 


NEW  BUSINESS  METHODS.  109 

MADISON  GAS  AND  ELECTRIC   COMPANY. 

Madison,  Wisconsin. 

MR.  W.  B.  JOHNSON. 

To  procure  business  we  have  got  to  be  persistent  and  keep  everlastingly 
at  it.  i 

For  the  past  six  months  almost  all  of  our  advertising  has  been  done 
through  the  newspapers,  using  cuts  of  different  high  priced  ranges. 

We  also  did  considerable  bill  board  advertising,  using  posters  furnished 
by  the  Detroit  Stove  Works. 

We  distributed  some  neat  flower  fans,  and  celluloid  cards  giving  the 
fire  alarm  system.  i 

Both  of  these  proved  very  good,  as  a  great  number,  of  ladies  called  at 
the  office  for  fans,  and  a  considerable  number  of  men  for  the  cards.  Of 
course  we  had  a  gas  ad  on  both  fans  and  cards. 


c.*s  ^  ^°°*  '** 


On  June  6th,  we  had  our  First  Annual  Opening,  and  the  attendance 
was  far  greater  than  our  expectations.  We  are  even  today  selling  ranges, 
the  credit  for  which  can  be  traced  directly  to  this  opening. 

During  the  year  1906  we  expect  to  install  850  ranges,  in  comparison 
with  641  for  1905,  and  think  that  about  45  per  cent  of  these  ranges  will 
be  elevated  oven  or  cabinet  ranges.  About  10  per  cent  of  these  will  re- 
place old  gas  ranges. 

Of  course,  this  advertising  alone  will  not  bring  the  business,  but  must 
be  followed  up  by  a  good,  live  solicitor,  who  must  keep  at  it  persistently, 


110  AMERICAN  GAS  INSTITUTE. 

for  the  merchant  who  is  the  most  opposed  to  this  method  of  advertising- 
will  in  time  thaw  out,  and  his  lighting  wrill  look  better  to  you  than  the 
merchant  who  was  easy  to  convince  of  the  merits  of  electric  advertising1. 
We  are  also  at  present  sending  out  a  blotter,  6  inches  by  10  inches, 
which  on  account  of  its  size  makes  it  very  conspicuous.  This  will  be  fol- 
lowed up  every  month  for  several  months  with  another  blotter  of  same 
size  but  of  different  design. 


MALDEN  AND  MELROSE  GAS  LIGHT  COMPANY. 

Maiden,   Massachusetts. 

MR.   H.  A.   SIDNEY. 

In  accordance  with  your  circular  letter  of  the  15th  ult.,  we  have  gotten 
tog-ether  a  few  things  regarding  our  methods  of  getting  business.  We 
are  very  sorry  that  we  are  not  able  to  offer  you  more,  but  the  time  is  so 
short  that  we  were  not  able  to  get  things  together. 

In  the  first  place,  we  are  sending  you  under  separate  cover,  copy  of  our 
advertising  matter;  pamphlets  of  salesroom,  office  building,  gas  signs  and 
show  windows,  we  cannot  send  you. 

We  sell  gas  ranges,  water  heaters  and  various  other  appliances  at 
practical  cost  to  us.  To  push  gas  sales,  we  connect  up  gas  stoves  on  the 
first  floor,  free  of  charge. 

To  compensate  our  salesmen,  we  offer  them  a  stated  salary  and  in  addi- 
tion, a  certain  commission  for  each  stove  sold  and  customer  obtained. 

To  give  cooking  demonstrations,  we  have  a  graduate  of  a  cooking  school 
who  gives  a  demonstration  at  our  appliance  store  once  a  week,  and  during 
the  week  makes  appointments  with  our  customers  to  call  at  their  homes 
and  explain  the  workings  of  the  stove.  This  proves  of  much  benefit  to  the 
customer  as  well  as  to  the  company,  and  results  in  a  more  intelligent,  as 
well  as  economical  use  of  the  gas. 


MANITOWOC  GAS  LIGHT  COMPANY. 

Manitowoc,  Wisconsin. 

MR.  J.  A.  PATTEN. 

Our  ads  that  we  carry  in  the  daily  newspapers  are  changed  at  regular 
intervals,  and  your  1906  edition  of  "New  Business  Methods"  has  been  a 
great  help  to  us  in  making  up  these  ads. 

We  are  mailing  you  under  separate  cover,  photographs  of  our  show 
windows  and  a  sign  that  seems  to  attract  the  attention  of  the  public. 


NEW  BUSINESS  METHODS.  Ill 

The  attractive  part  of  this  sign,  as  you  will  note,  is  two  black  ravens, 
3  feet  6  inches  long,  placed  on  top  of  the  guide  frames  of  our  holder. 

Our  schemes  for  selling  appliances,  popularizing  our  company,  etc.,  are 
along  the  same  lines  that  other  companies  have  adopted. 

We  distribute  booklets,  circulars,  etc.,  so  as  to  bring  our  propositions 
before  the  public.  We  employ  a  solicitor  who  makes  a  house  to  house 


BEIGE  GAS  AND  ELECTRIC  COMPANY. 
Mason  City,  Iowa. 

MR.  A.  W.  ZAHM. 

Replying  to  your  circular  letter  would  say  that  I  am  sending  you  by 
this  mail  three  business  mailing  cards,  this  being  part  of  a  series  of  cards 
that  we  send  out  every  two  weeks.  Unfortunately  we  have  destroyed  all 
of  the  balance  so  that  I  am  unable  to  send  you  a  complete  line  at  this 
time.  We  found  this  scheme  inexpensive  and  quite  effective.  Our  main 
idea  being  to  keep  the  public  constantly  reminded  to  use  gas  for  cooking 
and  other  purposes.  We  have  gotten  up  a  mailing  list  which  is  checked 
up  every  time  so  that  these  cards  are  only  sent  to  prospective  customers. . 
We  have  also  used  this  same  method  of  sending  business  mailing  cards, 
describing  the  various  heating  devices,  hot  water  heaters,  portable  read- 
ing lamps,  etc.,  to  our  present  gas  customers.  We  have  also  had  two 
large  prominent  signs  erected  in  the  business  section.  These  merely 
state,  "Cook  with  Gas."  They  are  lighted  by  an  electric  sign  reflector 
at  night  and  on  this  account  attract  considerable  attention  after  dark. 
If  you  contemplate  continuing  this  department  next  year  I  should  be 
glad  to  save  copies  of  all  our  various  advertising  schemes  for  your  next 
issue. 


MORRIS  GAS  LIGHT  COMPANY. 

If  orris,  Illinois. 

MR.   BURDETTE  L.    BOWNE. 

Would  say  that  we  are  using  cuts  sent  out  by  a  Milwaukee  company 
illustrating  gas  ranges.  We  have  no  photographs  of  any  nature. 

We  are  about  to  try  a  new  scheme  with  us,  of  selling  gas  ranges  with 
a  specified  amount  of  gas,  the  same  scheme  as  tried  in  Cedar  Rapids. 
Iowa,  last  year. 

We  are  giving  away  asbestos  mats  and  needle  cases.  This  is  the  extent 
of  our  methods,  besides  making  free  stove  connections  and  running  free 
services  for  same  which  we  started  this  summer. 

Trust  we  may  receive  your  report  of  "New  Business  Methods." 


112  AMERICAN  GAS  INSTITUTE. 

MORRISTOWX   GAS  LIGHT   COMPANY. 

Morristown,  New  Jersey. 

MR.  D.  P.  SPELLENGER. 

Enclosed  you  will  find  a  few  ads  which  have  helped  our  sales,  also 
form  of  contract  used  in  selling  gas  ranges  on  time.  We  expect  to  put 
out  a  number  of  arc  lamps  this  fall,  under  same  form  of  contract,  as  we 
find  some  of  the  principle  objections  is  the  heavy  initial  cost  installing: 
the  lamps. 


MUSKEGON  TRACTION  AND  LIGHTING  COMPANY. 

Muskegon,  Michigan. 

MR.  R.  R.  CHOATE. 

In  closing  contracts  for  ranges  and  other  appliances  we  have  found 
personal  solicitation  by  representatives,  who  not  only  are  employed  to 
sell  appliances  but  also  to  intelligently  represent  the  company;  the  most 
successful  method. 

We  advertise  consistently  in  the  daily  papers,  using  only  good  cuts  of 
the  most  modern  appliances,  making  a  point  that  no  ad  shall  appear 
twice.  Personal  letters,  where  our  lists  of  prospects  are  of  a  limited  num- 
ber, have  proven  very  successful.  Souvenirs  which  have  a  practical  value 

are  a  great  help  to  our 
representatives,  who  are 
the  only  employees  per- 
mitted to  distribute 


COOK  WITH 


same. 

Operating     both     gas 
and   electric   and   street 
railway   departments 
give  to  us  the  opportu- 
A  flreet  sign  in  Muskegon,  Mich.  nity  of  making  one  de- 

partment advertise  the  other.  We  use  a  number  of  electric  signs,  each 
one  enumerating  some  one  merit  of  gas.  Distinctive  amongst  these  signs 
is  one  placed  on  the  front  of  a  street  car  so  adjusted  as  to  permit  change- 
able panels  (cuts  of  these  various  signs  we  are  sending  under  separate 
cover) . 

The  maintaining  of  a  good   display   room,   equipped   with   all   of  the 
latest  appliances— in  charge  of  a  competent  person  whose  business  it  is 


NEW  BUSINESS  METHODS. 


113 


to  see  that  all  people  are  given  prompt  and  courteous  attention  as  well 
as  to  demonstrate  the  various  appliances— is  appreciated  by  the  public. 
The  best  possible  service  along  with  immediate  attention  to  complaints 
has  made  for  us  many  friends.  The  management  of  the  company  also 
takes  great  pains  to  impress  upcn  all  employees  who  come  in  contact  with 


the  public  that  their  success  as  well  as  the  company's  is  greatly  dependent 
upon  their  courteous  treatment  of  the  people. 

If  an  expert  demonstrator  can  be  obtained,  demonstrations  will  be  found 
to  be  an  extremely  profitable  advertisement.  During  our  demonstrations 
this  season  we  offered  a  discount  on  all  appliances  purchased  by  persons 
attending,  and  secured  an  exceedingly  large  number  of  orders.  Along 
this  line  we  also  employ  a  lady  to  call  on  all  new  consumers.  This  lady 
has  the  reputation  of  being  the  best  caterer  in  the  city  and  consumers 
feel  that  it  is  quite  a  favor  to  have  her  demonstrate  to  them  the  merits 
of  their  gas  range  (free  of  charge). 


114  AMERICAN  GAS  INSTITUTE. 

NEW  BEDFORD  GAS  AND  EDISON  LIGHT  COMPANY. 

New  Bedford,  Massachusetts. 

MR.  CHARLES  R.  PRICE. 

I  have  your  letter  of  the  15th  instant  and  would  state  as  to  "New  Busi- 
ness Methods,"  that  the  condition  of  our  gas  manufacturing  department 
is  just  at  this  time  in  such  shape  that  we  cannot  enter  into  very  extensive 
advertising  or  aggressive  campaigns  for  new  business. 

We  send  you  however,  copies  of  some  of  our  recent  advertising  matter, 
cut  from  newspapers,  also  some  of  our  bills  to  show  that  we  use  this 
method  quite  extensively  in  advertising  both  our  gas  and  electric  depart- 
ments. These  bills  are  changed  each  month  and  each  month  the  bills  are 
printed  in  a  different  color  so  as  to  present  the  matter  as  attractively  as 
may  be.  "We  have  one  system  in  selling  gas  stoves,  which  so  far  as  1 
know,  is  somewhat  novel  in  that  with  the  sale  of  each  stove  we  add  $3.50 
to  its  cost  and  put  in  5,000  feet  of  gas.  This  is  at  quite  a  little  lower 
rate  than  the  regular  price  charged  for  the  gas,  but  it  gives  the  party  an 
idea  that  he  can  experiment  with  the  stove,  get  accustomed  to  its  use,  and 
in  this  way  become  to  be  more  inclined  to  be  a  constant  user  of  the  stove 
than  if  some  of  his  earlier  efforts  were  unsuccessful.  We  have  also  em- 
ployed during  this  past  season  a  lady  familiar  with  the  use  of  gas  stoves 
to  take  our  list  of  sales  made  out  for  her  in  neighborhoods,  and  call  at 
each  house  or  tenement,  inquiring  if  the  stove  were  giving  satisfaction, 
and  giving  suggestions  as  to  its  best  and  most  economical  use.  We  pay 
for  this  15  cents  per  hour,  and  have  been  much  gratified  to  hear  from  her, 
reports  as  to  the  general  commendation  which  the  stoves  have  had  and 
also  the  foresight  of  the  company  in  sending  the  demonstrator  around. 
We  have  also  adopted  a  plan  of  sending  out  bills,  both  by  mail  and 
delivery,  printing  on  the  coupon  as  you  will  see,  the  following:  "Send 
this  coupon  when  remitting  by  check  and  retain  bill."  It  is  estimated 
that  three-quarters  of  our  customers  when  paying  by  check,  have  adopted 
this  method,  and  save  us  a  very  considerable  amount  of  postage  on  return 
receipts.  We  have  used  cooking  demonstrations  for  two  or  three  years 
with  marked  success,  as  we  believe. 

I  regret  not  to  have  been  able  to  reply  to  your  letter  earlier  but  trust 
that  some  part  of  this  may  be  interesting  and  suggestive  to  somebody  in 
our  line  of  business. 


THE  NEW  ORLEANS  GAS  LIGHT  COMPANY. 

New  Orleans,  Louisiana. 

MB.  THOMAS  D.  MILLER. 

The  specific  method  followed  here  has  been  based  on  the  general  princi- 
ple of  utilizing  some  catchy  design  with  a  few  impressive  words  easily 
and  quickly  read  and  effective  in  the  thought  conveyed.  These  have  been 


NEW  BUSINESS  METHODS. 


115 


Like  this,  the  Savage 

Cooked  his  meal, 
The  joys  of  home 

He  could  not  feel. 
But  modern  folk 

For  ease  are  looking 
And  so  insist 

On  Gas  for  Cooking. 


put  out  in  the  street  cars  in  the  regular  way  and  a  reduced  copy  of  the 
street  car  card  has  been  made  to  appear  in  a  great  variety  of  publica- 
tions, with  more  or  less  regularity,  the  daily  papers,  the  weekly  papers, 
the  religious  papers,  theatre  pro- 
grams, special  entertainment  pro- 
grams, and  the  one  design  and 
idea  is  presented  until  it  is 
thoroughly  fixed  in  the  mind  of 
the  community.  In  addition  to 
this,  we  have  used  a  gas  bill 
sticker  calling  attention  to  special 
things  for  the  time  being.  One 
season  we  offered  to  give  away 
a  small  heater  to  every  one  pay- 
ing his  gas  bill  on  or  before  the 
10th  of  the  month,  which  resulted 
in  distributing  5,000  of  these 
heaters.  These  heaters  were  not 
delivered  by  us,  nor  was  any  wrapping  paper  furnished  to  wrap  them  up. 
The  result  was  that  for  ten  days  the  people  of  New  Orleans  had  an  ocular 
demonstration  of  the  popularity  of  gas  heaters,  as  you  could  scarcely  go 


New  Orleans,  (La.,)  Lighting  Co.,  Maintainence  Wagon  for  Welbach  Lights 

along  the  principal  streets  without  bumping  into  some  one  carrying  a 
gas  heater.  The  rear  plat-form  of  the  cars  just  at  going  home  time  would 
be  stacked  up  with  heaters,  and  it  was  followed  by  a  big  heater  trade  in 
the  better  grade  of  heaters— the  small  heater  serving  to  educate  our  con- 


116  AMERICAN  GAS  INSTITUTE. 

sumers  as  to  the  convenience  and  efficiency  of  gas  for  heating.  "We  have 
resorted  somewhat  to  novelty  advertising,  but  I  have  not  been  much  in 
favor  of  that  here  because  of  its  being  used  so  extensively  by  other 
kinds  of  business. 


NEW  LONDON  GAS  AND  ELECTRIC  COMPANY. 
New  London,  Connecticut. 

MR.   ALEX.   J.   CAMPBELL. 

I  am  pleased  to  give  the  following  answers  to  some  of  your  questions, 
based  on  our  experience  in  New  London. 

Advertising  Matter. 

We  obtain  this  in  the  form  of  cuts  from  a  syndicate. 

Personally,  I  believe  we  could  write  our  own  advertisements  to  better 
advantage,  but  it  takes  time  and  is  not  done. 

As  I  consider  newspaper  advertising  of  comparatively  little  value  any- 
way the  cuts  answer  the  purpose  and  save  a  lot  of  bother. 

Selling  Schemes. 

We  have  recently  started  an  "Advertising  Campaign,"  sending  letters 
and  circulars  to  prospective  customers  at  regular  intervals.  It  has  not 
been  in  operation  long  enough  to  warrant  a  positive  opinion  of  its  value, 
but  I  am  very  doubtful  whether  the  returns  would  be  in  proportion  to 
the  cost. 

We  believe  in  steady,  persistent  canvassing. 

We  sell  appliances  at  about  cost,  covering  the  cost  of  installation  in 
every  case  except  ranges,  which  are  installed  at  a  loss. 

We  find  a  little  something  to  give  away,  as  for  example,  a  book  of 
cooking  recipes,  is  a  material  help  to  the  canvasser  on  his  first  visit,  and 
we  try  to  have  a  stock  of  such  things  at  the  office,  as  we  find  it  pleases 
people  to  receive  a  little  gift  of  some  kind. 

Compensation  of  Salesmen. 

We  pay  a  weekly  salary  with  a  small  commission  on  the  total  money  for 
sales  as  an  extra  incentive. 

Cooking  Demonstrations. 

With  us  these  have  been  very  unsatisfactory. 


NEW  BUSINESS  METHODS.  117 

THE  NEWTON  GAS  AND  ELECTRIC  COMPANY. 

Newton,  New  Jersey. 

MR.  WILLIAM  L.  KEPLINGER. 

Keplying  to  yours  of  the  15th  inst.  would  say  that  we  have  adopted  the 
following  methods: 

In  installing  portables,  waffle  irons,  bread  toasters  and  such  other 
apparatus  that  the  general  public  is  not  familiar  with  we  put  them  out 
with  the  understanding  that  the  customer  can  try  them  for  30  days,  if 
satisfactory  to  pay  for  them,  if  not,  return  them  and  no  charge  made. 
By  careful  selection,  as  to  what  we  put  out  and  where,  we  do  not  average 
5  per  cent  of  the  different  appliances  returned. 

In  the  way  of  cooking  demonstrations  we  believe  that  it  pays  us  more 
on  our  investment  than  any  other  form  of  advertisement.  The  public 
getting  together  and  "swapping"  experiences  and  the  use  of  different 
appliances  as  wrell  as  the  thought  that  they  are  getting  something  for 
nothing. 


GAS  COMPANY  OF  MONTGOMERY  COUNTY. 

Norristown,  Pennsylvania. 

MR.  H.  H.  GANSER. 

In  response  to  yours  of  the  15th,  I  enclose  some  advertising  matter. 
The  yellow  card  entitled  "Good  Morning"  we  mailed  so  that  it  would 


GOOD  MORNING! 


WAS   YOUR   BREAKFAST 
COOKED  ON  A  GAS  RANGE? 

$12.OO,  $14.OO,    $15.OO.      Less   Ten   per  Cent 
After  Thirty   Days'  Trial 


be  delivered  with  the  first  mail  in  the  morning,  and  found  it  produced 
good  results. 

Our  general  method  of  advertising  is  to  use  local  readers  in  the  daily 
newspapers  with  catchy  headlines,  which  we  find  to  be  the  most  effective 
of  any  that  we  have  resorted  to. 


118  AMERICAN  GAS  INSTITUTE. 

OAKLAND  GAS,  LIGHT  AND  HEAT  COMPANY. 

Oakland,  California. 

MR.  F.  A.  LEACH,  JR. 

Enclosed  please  find  copies  of  proofs  used  in  the  daily  newspapers. 
Changes  are  made  once  a  week.  We  handle  our  own  advertising,  as  we 
desire  to  come  in  direct  contact  with  the  press  and  the  public.  We  also 
come  in  close  relationship  with  merchants  handling  gas  ranges,  fuel  ap- 
pliances and  lighting  devices  by  frequently  sending  customers  to  them 
and  advising  them  of  the  fact. 

We  maintain  an  exhibit  room  of  gas  ranges  and  water  heaters,  and  in- 
stall same  at  a  price  that  would  allow  merchants  to  do  likewise  at  a  reason- 
able profit.  The  result  has  been  that  many  merchants  handle  a  large  line 
of  gas  ranges,  etc. 

Our  solicitors,  who  are  competent  gas  men,  in  making  calls  ascertain  if 
service  is  satisfactory.  Troubles  are  thus  frequently  remedied  on  the 
spot,  or  reported  to  proper  department.  The  solicitors  also  call  in  re- 
sponse to  aggrevated  complaints.  A  satisfied  consumer  and  the  retention 
of  his  business,  is  found  more  desirable  than  time  spent  securing  new 
consumers.  A  well  satisfied  consumer  helps  to  bring  the  other  business, 
and  makes  that  solicitation  easier,  hence  we  concentrate  our  efforts  on 
complaints. 


ON  FONT  A  LIGHT  AND  POWER  COMPANY. 

Oneonta,  New  York. 

MR.  H.  C.  BARD. 

Our  experience  with  selling  gas  ranges  proves  to  us  that  parties  who 
take  time  to  consider  gas  fuel,  make  better  customers  than  those  who 
jump  at  conclusions  and  purchase  before  knowing  what  need  they  have. 
There  is  no  object  in  a  company  investing  good  money  giving  free  con- 
nections if  the  party  doesn't  use  the  range.  We  have  quite  a  number  on 
our  lists  who  don't  use  $2.00  worth  of  gas  in  a  year.  Canvassers  greedy 
for  commissions  should  be  taught  that  quality  rather  than  quantity  is 
what  brings  income  to  the  company. 

I  am  sending  a  mailing  card  that  went  to  a  list  of  customers  that  were 
abundantly  able  to  purchase  a  gas  range.  I  believe  that  a  series  of  these 
cards  would  plant  seed,  and  a  good  canvasser  would  find  easy  sales. 

Newspaper  ads  with  canvassing  and  absolute  truth-telling  will  surely 
dispose  of  gas  appliances. 

We  find  this  not  only  economical  but  far  better  in  every  way  than  to 
employ  an  outside  appliance  company  to  come  here  with  much  voice  but 
few  sales. 


NEW  BUSINESS  METHODS.  119 

By  selling  appliances  ourselves  we  can  learn  the  circumstances  surround- 
ing each  customer  and  not  antagonize  them. 

As  an  illustration :  The  above  mentioned  appliance  company  ordered 
their  plumber  to  collect  for  range  immediately  when  same  was  set.  He 
presented  a  bill  to  the  wife  of  a  large  manufacturer  (as  good  as  gold) 
and  threatened  and  used  profanity  when  she  requested  him  to  collect 
from  her  husband  at  the  office. 

The  keynote  of  canvassing  is  tact. 


NORTHERN  WESTCHESTER  LIGHTING  COMPANY. 

Ossining,  New  York. 

MR.  W.  L.  SECORD. 

Replying  to  yours  of  August  loth  I  have  gotten  up  copies  of  a  quantity 
of  the  advertisements  used  here  this  year;  and  my  experience  has  been 
that  the  most  valuable,  outside  of  cooking  lectures,  has  been  the  short  line 
readers,  which  wre  have  used  in  the  weekly  and  daily  papers. 

During  the  early  part  of  the  season  in  March  and  April  we  used  pro- 
bably 25  such  readers  in  each  issue,  changing  them  weekly. 

These  were  scattered  about  the  paper  among  the  news  items  and  people 
were  bound  to  read  them  before  they  knew  what  they  were  doing. 

I  also  inclose  photograph  of  ''Cooking  Lectures"  showing  Opera  House 
and  the  good  attendance  we  had. 

We  have  a  village  of  about  8,000  population  and  have  sold  250  ranges 
this  year,  being  an  increase  over  the  sales  of  last  year  of  about  1,000  per 
cent.  Our  sales  in  the  same  village  last  year  were  25  ranges. 

We  have  also  used  a  good  solicitor  the  entire  year,  and  during  the 
busy  season  had  out  two. 


PUBLIC  SERVICE  CORPORATION  OF  NEW  JERSEY  GAS  AND 
ELECTRIC  DEPARTMENT. 

Paterson,  New  Jersey. 

. 
MR.  W.  H.  EOGERS. 

I  duly  received  your  esteemed  favor  of  August  15th  asking  for  ideas 
for  the  annual  report  of  "New  Business  Methods"  to  be  presented  at  the 
meeting  of  the  American  Gas  Institute  next  month.  In  reply,  I  would 
like  to  brefiy  outline  our  method  of  selling  gas  ranges. 

We  have  card  indexes,  which  are  kept  up  to  date,  containing  cards 
representing  every  possible  gas  consumer  along  the  lines  of  our  mains. 
These  cards  are  in  three  cabinets  with  colored  labels,  the  first  being  for 


120  AMERICAN  GAS  INSTITUTE. 

the  "Green  Man"  who  does  not  use  gas,  the  second  for  the  "Red  Man" 
who  uses  gas  for  either  light  or  fuel,  and  the  third  for  the  "White Man" 
who  uses  gas  for  both  light  and  fuel. 

We  have  six  or  seven  canvassers  who  are  employed  throughout  the  year. 
Early  in  March  we  put  on  about  twenty  more  who  are  retained  until  about 
the  middle  of  July  or  as  long  as  each  show  good  results. 

We  do  not  send  these  canvassers  out  promiscously,  but  give  each  man 
a  certain  number  of  cards  from  the  cabinets  which  he  returns  with  a 
report  in  each  case  written  on  the  card.  We  do  not  bother  the  "White 
Man"  except  to  call  upon  him  at  the  beginning  of  the  season  and  discover 
whether  or  not  he  is  still  "White"  and  using  gas  to  the  best  of  his  ability. 

WTe  do,  however,  get  after  the  "Red  Man"  and  give  the  "Green  Man" 
considerable  trouble  until  we  succeed  in  getting  him  over  to  the  "White" 
cabinet. 

It  sometimes  happens  that  a  possible  consumer  has  been  visited  by 
more  than  one  of  our  canvassers,  but  we  credit  the  order  to  the  man  who 
brings  it,  properly  signed,  into  the  office. 

We  pay  salaries,  not  commissions  and  in  addition,  give  small  sums  of 
money  each  month  to  the  five  men  who  head  the  list  of  the  number  of 
ranges  sold. 

The  great  majority  of  our  ranges  are  sold  on  installments,  our  rule  be- 
ing $2.00  down  and  $2.00  per  month,  and  I  am  glad  to  say  that  our 
collections  on  these  installment  sales  have  been  satisfactory.  We  sell 
ranges  for  about  $3.00  less  than  the  average  cost  connected. 


PEEKSKILL  LIGHTING  AND  RAILROAD  COMPANY. 

Peeksktil,  New  York. 

MR.  W.  B.  CLEMENTS. 

The  Peekskill  Lighting  and  Railroad  Company  changed  hands  on  May 
1st,  1906.  The  new  management  has  shown  a  very  flattering  increase 
in  gas  sales  and  in  the  sale  of  appliances  and  without  so  far  making  any 
extensions  of  mains,  owing  to  delay  in  filling  of  orders  for  pipe  on  the 
part  of  the  foundries. 

Early  in  the  season  we  made  a  house  to  house  canvass,  following  this 
up  with  cooking  lectures  in  the  Opera  House  which  proved  very  popular 
and  boomed  the  sale  of  gas  stoves. 

We  have  two  daily  and  three  weekly  papers  and  carry  six  or  eight 
two  line  readers  in  these  papers  changing  them  once  a  week  and  alternat- 
ing occasionally  with  3  inch  double  column  advertising  cuts. 

.We  keep  our  show  windows  attractive  and  lighted  until  10  P.  M.  and 
have  an  electric  sign  in  front  "Cook  with  Gas." 


NEW  BUSINESS  METHODS.  121 

We  have  a  gas  range  on  exhibition  on  the  floor  of  the  trolley  waiting 
room  with  attractive  signs  displayed  giving  general  information. 

We  are  now  sending  out  a  wagon  with  a  gas  range  and  two  solicitors 
selling  small  useful  appliances  from  house  to  house  and  expect  to  place 
some  ranges  with  a  certain  class  of  trade  by  this  system. 

Our  "readers"  in  the  papers  attract  attention  and  do  more  good  than 
the  ordinary  advertising. 

"Might  as  well  make  your  own  shoes  or  weave  your  cloth  as  use  a  coal 
range.  Cook  with  Gas." 

"Winter  or  Summer  the  gas  range  reigns  supreme  in  the  kitchen." 

"Order  a  gas  range  now." 

"An  instantaneous  gas  water  heater  as  its  name  implies  supplies  hot 
water  instantly  at  any  time  day  or  night." 

"Through  the  long  summer  months  the  winter  furs  are  packed  away — 
how  about  the  coal  range?  Be  consistent— Cook  with  Gas." 

"Who  is  afraid  of  the  hot  weather  with  a  gas  range  in  the  kitchen?" 

"Get  it  now — a  gas  range." 

"Gas  never  was  cheaper  than  it  is  today.  The  cost  of  all  other  fuel 
has  advanced — Cook  with  Gas." 

"Everybody  knows  it  is  quicker  to  get  a  meal  on  a  gas  range,  nearly 
everybody  knows  it  is  cheaper." 

"Cook  with  gas  and  keep  the  cook." 

"The  maximum  of  comfort  at  a  minimum  of  cost — get  a  gas  range." 

"Clean  cool  and  economical — a  gas  range."       Etc.,  etc. 

While  the  "readers"  give  no  definite  information  they  attract  attention 
and  stimulate  interest. 

A  good  wide  awake  solicitor  and  prompt  attention  to  orders  will  get 
the  business  in  a  town  of  this  size  (13,200)  without  a  great  deal  of  other 
advertising. 

We  give  each  lady  attending  the  cooking  lectures  a  chance  on  the  gas 
range  used  in  the  Opera  House  which  filled  the  theatre  at  every  lecture— 
the  winner  of  the  range  lived  6  miles  out  in  the  country  but  she  presented 
it  to  a  villager. 

\Ve  have  75  gas  ranges  or  hot  plates  in  use  for  every  100  meters  in 
service. 

Terms  cash  or  half  cash  and  30  days  on  balance,  on  gas  stove  sales. 

Standard  16  inch  oven  range  $12.00,  connections  free— free  services. 

Gas  $1.50  per  M.  cubic  feet.  [Light  and  fuel.  Sliding  rate  to  $1.25 
per  M.  cubic  feet  on  consumption  of  8,000  cubic  feet  and  over. 

We  have  a  very  conservative  class  of  people  to  deal  with.  Coal  is 
cheap  and  wood  is  used  to  a  considerable  extent  for  cooking  and  heating 
but  we  expect  to  have  gas  used  as  generally  as  water  along  the  lines  of 
our  mains  before  a  great  while. 


122  AMERICAN  GAS  INSTITUTE. 

With  gas  ranges  at  cost,  free  connections,  free  services  and  gas  $1.50 
to  $1.25  per  M.  there  would  seem  to  be  no  sane  reason,  other  than  the 
lack  of  gas  supply,  for  using  any  other  fuel  for  cooking;  and  a  gas  stove 
salesman  has  the  best  and  easiest  selling  article  on  the  market  today. 

The  gas  range  is  as  far  ahead  of  the  coal  stove  as  the  coal  stove  was 
superior  to  the  open  fire  place.  "Cook  with  Gas." 


PENSACOLA  GAS  COMPANY. 

Pensavola,  Florida. 

MR,  C.  F.  ZEEK. 

I  am  sorry  to  say  that  I  have  nothing  new  or  startling  in  the  way  of 
"New  Business  Methods"  to  send  you  for  vour  forthcom- 


Yat!        j       ing  publication. 

I  send  you  enclosed  however  a  postal  card  that  is  self 
explanatory  and  which  we  have  found  has  brought  quite 
a  number  of  people  to  our  office. 


PORT  TOWN  SEND  GAS   WORKS. 
Port  Toivnsend,  Washington. 

MR.  JOHN  LILLIE. 

I  do  not  know  whether  anything  from  this  little  place  will  be  of  use  to 
you,  but  I  don't  want  to  pass  you  by  without  the  courtesy  of  a  reply. 
We  have  only  154  meters  in  service  and  have  57  gas  stoves  in  use,  as  well 
as  a  number  of  gas  water  heaters. 

We  push  the  fuel  business  all  we  can,  both  by  advertising  and  occa- 
sional demonstrations.  We  sell  all  cooking  appliances  at  actual  cost  and 
connect  free  of  charge  to  our  customers.  We  figure  an  average  loss  oC 
$3.50  to  us  on  every  gas  range  that  we  sell,  but  think  it  good  business 
policy;  when  we  put  out  a  range  it  stays,  and  we  have  a  revenue  from  it 
every  month  afterward. 

I  enclose  a  few  clippings  of  our  ads;  sorry  that  I  have  not  cut  them 
out  from  time  to  time  so  that  I  could  have  sent  you  more. 


NEW  BUSINESS  METHODS. 


123 


THE  PUEBLO  GAS  AND  FUEL  COMPANY. 
Pueblo,  Colorado. 

MR.  GEORGE  E.  LEGLER. 


CONFIDENCE    BUILDING    PUBLICITY    SCHEMES. 

Some  of  the  points  to  consider  in  connection  with  gas  company  adver- 
tising are :  How  to  establish  an  acquaintance  with  the  company  and  the 
consuming  public ;  to  create  a  feeling  of  friendliness ;  to  overcome  the  nat- 
ural antagonism  people  may  have  to  corporations;  to  establish  the  feeling 
of  good  will  and  confidence  of  the  public ;  to  arouse  the  spirit  of  inquiry 
so  as  to  make  it  easier  for  the  salesmen  to  present  their  many  interest- 
ing propositions;  to  educate  the  people  in  the  use  of  gas  for  lighting, 


s. 

And  Reai 

GAS 

IS  A 

MIGHTY 
ECONOMICAL 
FUEL,  WHEN 
PROPERLY 
HANDLED 

An  erroi 
reader  is  on! 
mistake,  tell  i 
When  ir 

EARN  TO  READ  YO 

1  it  Yourself  when  the  Meter 
IT'S  VERY  SIMPI 

UR  METER 

Reader  conies  <"•«»—• 

LE 

GAS 

IS  A 

MIGHTY 
ECONOMICAL 
LIGHT,  WHEN 
PROPERLY 
CARED  FOR 

For  Eiample;  Dia 
not  yet  reached  seven 
reads  "7  ."     Put  down 
these    three     figures, 
namely  "677,''  and  add 
two  ciphers,  because 
(he  figures  on   the 
right  hand  dial  repre- 
sent hundreds 

for,  or  2,700.    Multiply 
and  you  obtain  the  prop 

A  (see  illustration)  reads  "6 
Dial  B  reads  -T  for  a  like 

•  because  the  indei  has 
reason,  and  Dial  C  also 

Thus    you   have 
67.700  cubic   feet    tut 
the   present    reading 
Deduct  from  this  the 
largest  number  on  last 
month's  gas  bill,  sa> 
65,000,  and  you  have 
the  number  of  cubic 

»•»'«;'•    R.nriwni,     Renr~«»u 

sag  "xi"  fg£ 

feet  you  must  now  pay 
this  number  by  the  price  per  thousand  cubic  feet. 
«r  amount  of  your  gas  bill.    TRY    IT. 

r  made  in  this  month's  reading  will  correct  itself  next  month.     The  meter 
y  human  and   is    liable   to   err.      Read    the    meter,  and  if  you  discover  a 
»s  —  we  will  make  it  right, 
need  of  any  information  concerning  the  use  of  gas     phone  the  representative. 
Yours  for  economical  and  satisfactory  service, 
THE  PUEBLO  GAS  &  FUEL  CO. 

heating,  cooking  and  for  industrial  purposes;  to  constantly  hold  the  at- 
tention of  the  thinking  people  in  the  community,  the  people  that  think 
and  do,  the  ones  that  would  mould  public  sentiment  and  are  interested 
in  their  home  cities'  welfare. 

Many  schemes  can  be  worked  successfully  with  newspapers,  novelties, 
souvenirs,  bill  boards,  public  demonstrations,  lady  house  visiting  demon- 
strators, well  organized  complaint  and  maintenance  departments,  attract- 
ively equipped  salesrooms,  intelligent,  enthusiastic  representatives  that 
understand  the  principles  of  good  advertising  and  use  it  in  their  daily 
work  of  getting  new  business. 

In  Pueblo,  under  the  new  company  management,  beginning  April  1st. 


124 


GAS  METER  READING  CONTEST 

It  is  our  desire  to  have  every  consumer  and  prospective  consumer  of  gas  know  how  to  read  a  gas  meter.  Gas  meters 
are  more  accurate  than  watches.  It  is  as  easy  to  learn  to  read  a  gas  meter  as  it  is  to  learn  how  to  tell  time  on  a  clock. 
By  giving  this  meter  reading  contest  we  believe  we  can  encourage  you  to  learn  to  become  better  acquainted  with  the 
reliable  gas  accountant—gas  meter.  We  respectfully  request  that  every  person  in  Pueblo  and  suburbs.  EVERY  BOY 
"AND  GIRL  UNDER  87  YEARS  OF  AGE,  PARTICIPATE  IN  THIS  CONTEST  and  study  the  lessons  here  given. 
No  matter  if  you  are  a  gas  consumer  or  not — even  if  you  are  at  present  living  off  a  gas  main — for  we  hope  •within  the 
near  future  to  give  every  citizen  gas  that  wants  gas,  and  we  know  you  all  want  it  It  is  the  best  illuminant,  the  best 
fuel  for  heating  and  cooking,  when  properly  installed  and  properly  cared  for. 


m    Pueblo    ha*  e«y 


complaint,  fitting  departments.     Our    rep- 
re»entr.t.vej  and  lady  demonstrators  always 


INSTRUCTIONS  ON  GAS  METER  READING 


HERE'S     AV     EXAMPLE     OF     METER          Thus  you  have  67.700  cubk  fwt  as  the  pre»m 
number  on  laM  month1*  gas  bill.  By 


Every  (it  consumer  i.  clearly  responsible 
for  all  the  «u  delivered  to  him  at  the 
meter  outlet,  ind  it  i>  his  privilege  and 

period,  by  KEEPING  HIS  OWN  REC- 
ORDS   OF    THE    STATEMENTS    OF 
HIS  METER. 


'  ^OA/FL^ROBNACHI  t>r\    r^DAXin    DDTTlnQ     &8&v8££*8£S$!^ti* 

rL^L^s,^y'H^rADE  TO  AXY  DU  LiK/\JNJJ  J/KlZ.r.o  BSssss&n**-*. 


.CH    LIGHT'  WITH  COLORED        35— FLAT  IRON  HEATER. 

*-GAS  CHAFING  DISH 

">ZEN  WELSBACH  MANTLES.         27— HALF  DOZEN  WELSBA 
R  2&-LAUNDRY  STOVE 

FOR  Ss   IN  TRADE  TO  ANY        jo-KANCY  LAMP  SHADE. 


^^IfS^H^GHT. 
li-GAS  FLATX|RONA 


4I-JWELSBACH  I.IUHT. 

4J-FLAT  IROV  HF.ATER. 
44— WAFFLE  IRON. 
4J-GAS  HEATER 


IBLE'GAS  LAMP.  JPwELSBACT 

,j_WAFFLE  IRON  J4-CURL1NG  I 

J4-NO.  «)-i8xi  DETROIT  JEWEL  RANGE.        js-TOASTER. 


Coupon 


CLIP  THIS  COlTr>X-F,ll  blink 

7"Vli,p  •ieteu  TlJ"pu.*to' 
,  Cu  Meter  Readme  Coote,t  Dqx. 

LESSON  I— 
LESSON  II- 
LESSON  III— 

LESSON  IV— 

l-Prestnt  ra«nc 
-Prevm,.>  Reading 


4— C<Ht  at  Si  jo  per  I 


HESS 


This  Contest  Begins 
TODAY 

You  will  have  until  Thursday  evening.  Aug.  </h..  to  send  in  your  replies  according  to  the  instructions 

Cut  out'cou^n^lnau  »  PUEBLO  OA»  **FUEL  ca  GAS  METIW^KA'DINO  CONTKST"DK. 

PARTMKNT.     The  rew.rd.  for  your  .Horn  m:  That  you  .11  becom.  bette,  «a».mt.d  w,th  the 

50  Grand  Prizes 

In  addition  EVCTYBODY  sending  „  their  ».wer  by  mafl  .ce~dmt  »  instruction,  mil  reeeir,  A 
SOUVENIR,  which  we  assure  you  will  be  worth  the  trouble  you  hsx  taken  The  names  of  winnera 
of  grand  prizes  will  be  published  in  The  Stir-Joumll  Suaday,  August  12th. 


Pueblo  Gas  6  Fuel  Co. 


Contest  Direcftions 


4— Cut  out  coupon,  mail  in  PLAIN  F.NVEL 
OPE  to  The  Pueblo  Ga»  &  fuel  Co.  Gu  Mete 
Reading  Contest  Dept 

RULES. 

No  answer,  will  be  .ccepted  ,t  the  CM  OtSce. 
riu.t  cone  by  m.il-PROPERLV 


dh:">" 


XKW  BUSINESS  METHODS. 


125 


OUTSIDE 
GAS  ARC 

Progressive  Pueblo  wants  well  lighted  streets,  stores 
and  windows.  Our  GAS  ARC  Is  positively  the  best 
store  and  window  light  made.  Look  around  you  in  the 
business  streets  of  Pueblo  at  night  and  convince  yourself. 

100   per  cent  efficiency  as 


gua 


ALL  THIS  WEEK/ 

UNTIL  SATURDAY  NOON-WHEN  EVERY  LIST  MUST  BE  IN 

50  PRIZES  v 


Toints  of  Efficiency 

Greatest  volume  of  light- 
steadiest — best  color — shad- 
owless-(no  bugs).  Ask  our 

tory  proof  as  to  the  efficiency 
of  the 


FOR 


PUEBLO  SCHOOL 


A  list  of  100  Pueblo  business  concerns  has  been  prepared,  we  publish  here 
the  initials  of  these,  and  the  fifty  boys  and  girls  sending  or  bringing  in  the 
nearest  correct  list  made  from  these  initials  will  receive  the  prizes  in  the  order 

As  soon  as  the  lists  are  checked  over,  the  \ 
in  The  Chieftain. 

The  contest  is  simple,  and  has  only  one  condition  that  you  bear  in  mind: 
GAS  is  the  right  stuff  to  cook  with,  and  that  children  having  good  eyes  should 
keep  in  mind  there  is  no  artificial  light  in  the  world  that  has  such  real  intr'  ' 
merit  for  keeping  eyes  young  as  the  great  WELSBACH  LAMP. 

Bring  in  your  list,  and  even  though  you  do  not  draw  one  of  the  priw 
you  will  receive  a  souvenir— well  you'll  be  glad  you  tried. 

The  .first  in  the  list.  No.  1,-C.  C  C,  is  Colorado  Confectionery  Co.,  . 
Cooper  Commercial  College,  or  Continental  Creamery  Co.  Any  of  one  thes. 

Now  guess  the  rest  of  them. 

The  Correct  List  of  Names  Has  Been  Sealed  and  Deposited  at  the 
Office  of  The  Chieftain. 

£,££  ::::::::::::::::::::::::: 


SKS: 


:  IVS, 


NO  CATCH 


the  business  section  with  the  Outside  Gas  Arc 
and  Be  a  Booster  for  Pueblo,  the  City  of  Progression.  We 
give  you  the  best  and  most  illumination  that  money  can 
buy. 

."Pueblo  Ga-t  and  Fuel  Co. 


The  Pueblo  Gas  and  Fuel  Company 


SO9  North  Main  Street. 


126 


AMERICAN  GAS  INSTITUTE. 


Thf  GM  Meter  Reading  contest  fbr 
which  50  prizes  were  offered,  brought 
out  over  1000  contenUttr,  showing  that 
greater  interest  interest  was  cakeb  by 
the  public  in  readiorf  meters  than  was 
expected,  which  by  the  way,  is  just 
•bat  the  Oaa  company  want  the  con- 
lumen  to  do-read  their  melere  overy 
mooth. 




The  popolarity  of  Mineral  Palace  park  could  be 
nsiderably  increased  with  little  effort  and  slight  ex- 
pense. There  is  a  popular  demand  for  an  arc  light  at  tlie 
Main  street  entrance,  so  that  those  who  desire  to  enjoy 
the  recreation  advantages  of  the  park  in  the  evenings 
may  not  have  to  grope  for  the  entrance.  It  would  be  of 
decided  advantage,  also,  to  Puebloans  who  take  pleasure 
.  The  city  council  or  park 
ferring  a  boon  on  countless 


-r--r:; 

*"    M  P»eW°.    Ihlch 


Sss^lra;^? 


tr^ss? 

^ ,   Oa»   c  l«at 


wWr,e» 


«..  oaj  "S« 
e*r«*a^t 


s«* 


5^s£ 


eflU 


«*        A 

sS 


^s-Srsr  ^  r 

"•"; ,th»  c.a!  m» 

^••jr^s 


ar-vs-ei  w^»  2***- 

M3S5|3«S^ 


^g&S-ana 
SSssigggia 


sSSff 


B'^rvw  °e  ""T««  °"8,,rop*rW 

Sff^gfii3«ijS3»i 

-«j5*-gga 


«*lrtSr^«rtW«i5rt««f' 

10  V>^ouv'nlrB  'JSj*  ln,  \0  the  "--  ^ 

wm  ^rr«o'. a  5CS  »rtt  nov^>V 

^ssS^Ss 
srs?-"" 


Twelve  Lessons  in  Gas  Economy 

of  special  interest  to  every  consumer  and 
prospective  consumer  of  Gas. 


These  twelve  lessons  in  Gas  Economy  will  appear  in  twelve 
issues  of  The  Chieftain,  one  lesson  each  day  on  the  following 
dates— June  13,  14,  15,  16,  18,  19,  20,  21,  22,  23,  25. 

Any  one  who  will  clip  these  twelve  lessons  and  mail  to  our 
office,  giving  name  and  address,  will  receive  the  twelve  lessons 
printed  on  one  sheet  in  addition  to  a  handsome  souvenir. 


Pueblo  Gas  &  Fuel  Co. 


NEW  BUSINESS  METHODS. 


127 


the  first  publicity  scheme  was  to  bring  out  the  news — new  company  pur- 
chasing plant,  change  of  management,  personnel,  plans  for  future. 

This  was  immediately  followed  by  the  company's  representatives  visit 
ing  every  business  house  and  home  on  the  streets  having  gas  mains,  call- 
ing the  people's  attention  to  the  fact  that  the  gas  company  had  changed 
hands,  asking  if  their  gas  service  was  satisfactory,  adjusting  complaints, 
giving  away  advertising  novelties,  such  as  lead  pencils,  match  safes,  match 


500  Dogs  for  the  Circus  Parade  b  Pueblo 

scratchers;  making  friends — incidentally  getting  a  complete  record  of 
names  and  addresses  of  consumers  and  non-consumers,  list  of  gas  appli- 
ances in  use  and  those  not  in  use,  noting  prospects  for  new  business. 

During  this  time  the  arrival  of  a  large  assortment  of  modern  gas  ranges 
of  different  styles  and  makes  was  heralded  through  the  newspapers; 
changing  copy  for  ads  every  day,  using  large  cuts  of  different  ranges, 
practical  discussions  on  the  advantages  of  the  use  of  gas  and  the  modern 
ranges.  ;The  representatives  w7ere  supplied  with  folders  illustrating  and 
describing  the  newr  ranges  nowr  to  be  seen  at  the  salesrooms.  They  also 
gave  cards  to  interested  parties,  prospective  buyers,  a  printed  order  over 
the  representative's  own  name  for  the  bearer  to  receive  a  souvenir  if  card 
is  presented  at  the  salesroom. 

This  campaign  had  a  magical  effect.  The  housewife  of  Pueblo  in- 
longer  wants  the  cheap,  unsatisfactory  gas  range  or  hot  plate,  but  want* 


128  AMERICAN  GAS  INSTITUTE. 

the  best  and  most  attratctive  gas  range  on  the  market,  the  kind  she  can 
do  things  with,  and  she  knows  how,  because  the  lady  demonstrator  fol- 
lows up  every  sale  of  a  gas  range  and  teaches  the  lady  of  the  house  tbo 
many  practical  uses  of  the  great  modern  cooking  device. 

The  merits  of  the  gas  light,  water  heater  and  many  other  auxiliary 
appliances  are  constantly  exploited. 

In  connection  with  out-door  gas  arc  advertising  the  phrase,  "Be  ;i 
Booster  for  Pueblo,  the  City  of  Progression,"  is  used,  and  everything 
possible  is  done  to  boost  for  Pueblo.  If  the  Business  Men's  Association 
or  a  local  society  runs  an  excursion  to  the  mountains,  ads  appear,  "Tick<-i 
Free  to  Merchant 's  excursion  to  Clyde,  August  22 ;  clip  this  ad,  present 
at  gas  office,  purchase  range  and  get  a  ticket." 

Occasionally,  at  unexpected  times,  a  coupon  appears  in  newspapers : 
Good  for  $2.00  cash  toward  the  purchase  of  Modern  Gas  Range,  if  coupon 
is  clipped  and  presented  at  time  of  purchase — limiting  time  to  about  three 
days. 

One  week's  cooking  demonstration,  dividing  city  into  districts,  giving 
each  district  one  demonstration — special  invitation  mailed  to  each  person 
in  district — proved  an  effective  advertisement. 

The  guessing  contest  illustrated  proved  a  success.     (See  Pueblo  ads.) 

Gas  meter  reading  contest  made  a  hit. 

Fourth  of  July  ad— firecracker  in  red. 

Ad  with  gas  company  border. 

Boosting  for  worthy  local  institutions.     (See  ads.) 

During  coming  state  fair,  Sept.  10-15,  the  P.  G.  &  F.  Co.  will  portrjiy 
a  modern  kitchen,  giving  cooking  demonstrations. 

Note  the  newspaper  comment  on  gas  company's  propositions  to  the 
city  of  Pueblo. 


RED  WING  GAS,  LIGHT  AND  POWER  COMPANY. 

Red    Wing,   Minnesota. 

MR.  W.  R.  PUTNAM. 

We  are  sending  you  under  separate  cover  fans  and  pencils  used  in  our 
advertising  campaign.  Also  photo  of  our  office  building  and  stove  de- 
partment. We  sell  ranges  for  prices  a  little  above  cost  and  should  a  cus- 
tomer desire  to  buy  a  range  on  partial  payment  plan  we  ask  $3.00  down 
and  $2.00  a  month,  adding  50  cents  to  the  price  of  the  range.  We  enclose 
copy  of  contract  used  in  this  work.  We  find  that  newspaper  advertising- 
is  the  most  satisfactory  method  of  advertising. 

We  have  not  tried  the  commission  method  of  paying  salesmen  nor  ii.nv 
we  used  cooking  demonstrations,  although  we  think  they  are  of  value. 


NEW  BUSINESS  METHODS. 


129 


RED  LANDS,  CALIFORNIA. 


SCHOOL  CHILDREN  CAN 
MAKE  MONEY 


Edison  Company's  Novel  Idea 
--Gas  and  Electric  Contest. 


The    Edison    Electric    comi-any,    of 

vane'.-  of  the  times,  offers  the  school 
chi'dren  of  Redlands  an  easy  opportu- 
nity to  make  some  money,  besides  the 
advantage  they  wilt  gain  education- 
ally, in  learning  how  to  Jo  business 
The  plan  Is  yery  simple— only  to  se- 
cure new  customers  for  the  company, 
either  gas  or  electricity  separately,  or 
gas  j.nd  electricity  jointly.  In  gas  for 
co-,kln5  or  water  heating  there  Is  a 
particularly  wiJe  field  of  opportunity 

contract  cusYoKmer8n<1not"ssl  than^ten) 

20Cnett.  the*Ed?sonn°  El?ctrlc  company 
wl  I  pay  the  following  prizes: 
For  the  large,,  numbe^r  of^  gas 


"for  t 


he  largest  number  of  new 


all    school   children 


interviewing  busy  business  men  or 
other  yearly  customers,  and  being  de- 
slron".  that  all  nchool  rhll.lrfn  solicii- 


thelr  efforts,  the 


following  bonuses  for  contracts 
cured,  as  soon  the  the  contes 
closed,  October  1  neit: 

For  each  new  subscriber     for 


130  AMERICAN  GAS  INSTITUTE. 

ST.  PAUL  GAS  LIGHT  COMPANY. 
St.  Paul,  Minnesota. 

Various  methods  of  advertising,  including  newspaper  ads,  personal  let- 
ters, cards,  folders,  pamphlets,  etc.,  are  used  by  this  company. 

Personal  letters  have  been  used  with  good  results,  business  having  been 
secured  in  this  way  that  had  been  difficult  to  close  previously. 

A  folder  ' '  Time  Table  of  the  Gas  Range, ' '  giving  the  time  required  for 
cooking  different  dishes,  attracted  attention  to  the  merits  of  cooking  with 
gas. 

A  card  for  keeping  a  record  of  the  monthly  meter  readings,  telling  how 

Cook  with  Gas 

This  headline  is  BO  suggestive  and  so  full-  of  meaning  that  wa  have  adopted  it.to  impress  upon  you  the 
advantages  of  «as  for  Kuel.  COOK  WITH  GAS  will  bo  our  watchword,  and  today  wo  take  it  for  our 
text.  An  analysis  of  the  text  will  dhow: 

(  COOK  •  "To  prpoare  or  imke  ready  food:  to  make  lit  for  catm£  *>v    duo 

|  application  of    beat  Ida,  for  Fuel),  as  by  boiling,  baking,  loading,    broiling. 


Cook 
with 

Gas 


u- v    todiy.    he    would    hav 
think,  due  upohcilion  of  heat  in  MM-  u-c  ti  i-  for  KM  -I 

BOIL-r'To -ubject  to  the  acuon    .if    heat    (l,n    for    Kacl)    in 
liquid,  so  HH  to  produce  some  xpecttV  etfe 

BAKE-'-foj 
in  mi  oven   (GAS 

ROAST-  1 


BRCML-"Tocook  by  direct  exposure  to  iicat  (i;.M  fo 
[(iA>|,  Especially  upon  a  gridiron  over  fire  gas.  To  subjec 
ly  direct]  heat"  (GAS). 


What  is  Gas?  ^ZKXS,"^.1* dlrtl  Mk"  "d  ""°k'  "k'° 
What  is  Gas?  i£^.£X3&'£''£*SS,,r£ a'  """  " 
What  is  Gas?  ^S^^SK^KSSSSSS^S^m 
What  is  Gas?  Im^',^'^^  C0l""°' '  '""«•"-"'*  "» 
What  is  Gas?  ^ST5HS?jSJ«Sr^*l^'M"*"** "" HEAT 

wo!UPrj7  '"AXiL^  .w.k.  tr.U  te^tmMHMf        "  *""»«.  <M»*I». " 

We  have  taken  so  much  apace  thm  wenk  to  teU  TOambout  our  text.  CO3X  WITH  GAS.  that  we  will 
omit  the  usual  list  of  namea  of  persons  who  have  recently  bought  Gis  Knu-  •  \  -\t  weak  we  will  publish  a 
good  long  lifit-  In  thu  mnantirae  we  are  biuy  connecting  O;n  Hinges,  and  deal»rj  are  bus;  Helling  Ga-i  Kingen. 

Have  You  Bought  Your  Gas  Range ?=Get  the  Habit=Cook  with  Gas 


St.  Pacul  Gas  LigKt  Co 

Office  and  Exhibit  Room :    Corner  6th  ana  Jackson  Sts. 


This  advertisement  reproduced  as  it  is  or  in  part  by  many  companies,  was  originally  written  by  Mr. 
Paul  Doty  and  published  by  the  Saint  Paul  Gas  Light  Co. 


NEW  BUSINESS  METHODS. 


GAS  RANGE  COMFORT 


132  AMERICAN  GAS  INSTITUTE. 

to  read  the  meter,  with  a  meter  dial  and  a  convenient  arrangement  for 
making  subtractions  of  the  successive  readings  was  effective. 

A  series  of  three  maling  cards  on  gas  ranges  was  sent  out,  calling  atten- 
tion to  the  reasons  why  a  gas  range  should  be  used  for  cooking,  the  cut? 
and  copy  being  arranged  in  a  direct  and  forceful  manner,  paving  the  way 
for  follow-up  calls  on  the  part  of  the  representative. 

Newspaper  ads  are  changed  daily.  In  addition  to  the  leading  English, 
papers,  ads  are  run  in  the  daily  German  paper,  and  in  the  weekly  Swedish 
and  German  papers.  It  is  found  that  best  results  are  obtained  by  con- 
centrating the  ads  upon  the  merits  of  the  article,  calling  special  atten- 
tion to  some  particular  feature  in  each  ad. 

The  totem  adapted  as  the  badge  or  insignia  of  the  company  was  made 
a  distinctive  part  of  all  newspaper  advertising  and  of  all  cards,  folders 
and  pamphlets. 

Useful  souvenirs  were  effective  in  assisting  the  representatives.  Some 
of  these  were : 

Yard  stick  and  gas  lighter,  2y2  cents  each;  American  Mfg.  Co.,  James- 
town, N.  Y.  Left  with  gas  range  prospects  and  in  carpet  and  curtain  de- 
partments of  stores ;  was  in  demand  on  account  of  usefulness  in  the  homes 

The  following  souvenirs  were  used  by  the  lady  demonstrators  in  making 
their  house  to  house  canvass  of  range  users,  the  asbestos  mats  being  placet! 
under  pans  in  the  oven  when  baking  cakes : 

Round  asbestos  mats,  $35.00  per  1,000;  Brown  &  Bigelow,  St.  Paul. 

Aluminum  thimbles,  $11.00  per  1,000;  The  Aluminum  Sign  Co.,  Kewan- 
nee,  111. 

A  local  sewing  society  made  a  requisition  on  us  for  a  number  of  the 
thimbles,  and  the  Cook  with  Gas  ad  stamped  in  the  rim  reached  the  people 
in  a  very  direct  way. 

For  general  .publicity,  horse  covers  costing  50  cents  each,  of  Brown  & 
Bigelow,  St.  Paul,  were  easily  seen  and  the  Cook  with  Gas  ads  read  from 
a  distance  on  account  of  the  contrasting  colors  of  the  black  letters  on  the 
light  orange  colored  cloth. 

The  direct  mail  advertising  has  perhaps  proven  the  most  effective  and 
the  results  are  more  readily  seen,  especially  when  followed  by  a  persona^ 
call  by  the  representative. 

A  proof  of  the  successful  policy  of  the  company  is  the  necessary  addi- 
tions to  plant  and  mains.  A  new  holder  is  nowr  being  built  and  oth"«* 
changes  made  in  the  plant,  while  over  twenty  miles  of  main  will  be  lait! 
this  summer. 


NEW  BUSINESS  METHODS.  133 

SAX  AXTOXIO  GAS  AXD  ELECTRIC  COMPANY. 

San   Antonio,   Texas. 

MR.  D.  X.  WARWICK. 

The  method  employed  by  the  commercial  department  of  the  San  An- 
tonio Gas  &  Electric  Company  for  producing  new  business  is  through 
the  efforts  of  well-trained  solicitors,  who  receive  their  training  from  the 
commercial  meetings  of  this  department,  which  are  held  every  Monday 
and  Wednesday  evening  from  five  to  six  o'clock.  These  meetings  are 
held  for  the  special  purpose  of  interchanging  ideas  and  bringing  up  ne\v 
subjects  and  suggestions  pertaining  to  our  business. 

The  city  of  San  Antonio  is  divided  into  four  districts,  each  district 
having  one  representative. 

In  relation  to  selling  gas  ranges,  we  have  had  no  particular  scheme, 
other  than  the  follow-up  mail  system,  including  follow-up  postal  cards 
with  various  advertisements  on  same  relating  to  gas  ranges  and  water- 
heaters,  which  contain  catchy  cuts. 

Each  representative's  personal  card  has  on  the  back  of  same  a  cut  show 
ing  the  dial  of  a  gas  meter,  and  explaining  how  to  read  same,  which  i» 


IK      WITH      ft  flS 


Mammoth  Electric  Sign  Erected  on  a  .Conspicuous  Building  in  San  Antonio 

handed  to  every  prospective  consumer  each  time  the  representative  calls. 
This  scheme  has  had  a  great  tendency  to  assist  many  in  becoming  familiar 
with  their  meters.  ; 

We  also  advertise  in  all  the  local  papers,  and  at  this  time  we  are  run- 
ning a  "gas  range  contest,"  with  prizes  amounting  to  $20.00,  in  which 
we  give  $10.00  for  the  best  letter,  $5.00  for  the  second  best  letter,  $3.00 
for  the  third  best  letter,  and  $2.00  for  the  fourth  best  letter  on  cooking 
with  gas.  The  rules  of  the  contest  are:  Every  lady  consumer  using  a 
gas  cooking  stove  shall  be  eligible  to  compete  for  these  gifts.  She  is  only 
required  to  write  us  a  letter  of  two  hundred  words  or  less,  stating  her 
experience  in  cooking  with  gas ;  the  letter  to  cover  the  following  points : 
comparison  of  cost  of  gas  fuel  with  other  fuels ;  saving  of  health,  strength 
and  happiness  of  the  cook,  and  any  particular  advantage  that  occurs  to 
her.  The  contest  begins  August  8  and  ends  August  29. 

1  also  enclose  you  herewith  a  copy  of  a  legal  digest  on  gasoline  light- 
ing permits  which  has  been  the  means  of  displacing  a  great  number  of 
gasoline  plants  that  were  in  operation  in  San  Antonio. 


134  AMERICAN  GAS  INSTITUTE. 

SCOTT'S  LEGAL  DIGEST  OF  GASOLINE 
LIGHTING  PERMITS 

> 

AS    AFFECTING    OWNERS    OF    PROPERTY. 

Taking  up  the  subject  of  gasoline  lighting  permits,  with  a  view  of 
sshowing  their  worthlessness  to  the  insured  when  attached  to  insurance 
policies,  it  is  our  object  to  demonstrate  that,  even  granting  that  the  ex- 
pense of  electric  lights  may  be  ten  per  cent  greater  than  gasoline  as  a 
lighting  proposition,  the  fact  that  the  so-called  gasoline  lighting  permits 
practically  cancel  the  insurance  policies  of  the  occupant  of  the  building, 
as  well  as  the  policies  of  the  owners  of  said  building,  is  sufficient  argu- 
ment when  fully  established  to  put  all  gasoline  lighting  plants  on  the 
trash  pile. 

We  will  show  herewith,  from  the  Supreme  Court  decisions : 

First.  That  any  of  the  numerous  restrictions  contained  in  gasoline 
lighting  permits,  when  violated  by  the  insured,  voids  the  policy. 

Second.  That  the  violation  of  any  of  these  restrictions  by  the  occu- 
pant of  a  building  not  only  voids  his  policies  on  stock,  but  also  voids  the 
policies  of  the  owner  of  said  building,  regardless  of  the  fact  that  said 
owner's  policies  have  attached  thereto  gasoline  lighting  permits. 

Third.  That,  under  a  strict  interpretation  of  the  law,  it  is  almost  im- 
possible to  handle  this  deadly  explosive  in  such  a  manner  as  not  to  vio- 
late the  restrictions  contained  in  any  gasoline  lighting  permit. 

A  number  of  recent  explosions  of  gasoline  plants  here  in  the  city  and 
elsewhere  have  amply  demonstrated  the  deadly  character  of  this  explosive. 
Notwithstanding  this  fact,  the  writer  recently  called  upon  a  local  mer- 
chant to  invite  his  attention  to  the  fact  that  he  practically  had  no  insu*1- 
ance,  as  he  was  daily  in  the  habit  of  violating  any  one  of  half  a  dozen 
impossible  clauses  in  his  gasoline  lighting  permit;  whereupon  he  took  out 
his  insurance  policies;  and,  upon  examining  same,  after  reading  scyi-ni! 
clauses  that  were  daily  violated  by  him,  we  came  across  the  following 
sentence : 

"It  is  further  agreed  that  this  company  shall  be  liable  for  fire  damage 
caused  by  all  lighting,  meaning  thereby  the  regularly  accepted  term  of 
lighting." 

Gasoline  is  not  a  regularly  accepted  lighting,  as  is  evidenced  by  the 
fact  of  a  special  permit  being  universally  required. 

Another  company's  permit  agreed  to  protect  the  insured  from  fire 
caused  by  gasoline  lighting,  but  went  on  to  recite  that  they  would  noi 
be  liable  for  damage  caused  by  an  explosion.  Since  there  could  be  no 
fire  from  any  cause  without  an  explosion  that  would  hasten  the  burning 
of  the  building,  this  policy,  as  well  as  the  policy  of  the  owner,  would  be, 
to  say  the  least,  subject  to  compromise. 


NEW  BUSINESS  METHODS.  135 

Another  most  important  and  impossible  clause  to  comply  with,  and  OIH> 
contained  in  every  gasoline  lighting  permit,  is  the  following: 

"It  is  further  understood  that  no  artificial  light  shall  be  permitted  in 
the  room  while  the  gasoline  tank  or  reservoir  is  being  filled." 

We  shall  show  by  Supreme  Court  decisions  that  a  match,  stove,  candle, 
or. friendly  fire  of  any  kind  in  the  room  have  been  construed  as  artificial 
lights,  and  sufficient  cause  to  void  the  policy,  whether  fire  ensues  imme- 
diately or  not. 

The  business  public  can  readily  understand  from  what  follows  that  ar. 
insurance  company  would  not  hesitate  to  give  them  permits  to  burn 
down  their  stores  if  clauses  be  inserted  relieving  the  insurance  company 
of  all  liability. 

I  have  had  a  competent  attorney  examine  with  much  care  the  authori- 
ties, including  the  latest  and  most  authoritative  text  work  (Brief  on  the 
Law  of  Insurance,  by  Judge  Cooley,  1905),  with  the  following  result: 

First.     Failure  to  comply  with  restrictions  voids  policy. 

Where  there  is  an  absolute  condition  in  the  policy  prohibiting  the  use 
of  gasoline,  but  a  special  permit  is  issued  by  the  insurance  company  ex- 
pressly authorizing  the  use  of  gasoline,  but  containing  warranties  and  re- 
strictions limiting  the  quantity  of  gasoline  that  shall  be  kept,  and  pre- 
scribinb  certain  conditions  under  which  it  shall  be  handled,  used,  and 
kept,  a  failure  by  the  insured  to  comply  with  all  such  conditions  and  re- 
strictions will  forfeit  the  policy. 

Following  are  a  few  of  the  leading  cases  upon  this  proposition,  which 
caused  the  insured  to  lose  their  insurance  as  well  as  court  costs: 

L.  L.  &  G.  Ins.  Co.  v.  Gunther,  Supreme  Court  U.  S.,  29  L.  Ed.  575. 

Clark  v.  Manufacturers'  Ins.  Co.,  49  U.  S.  Sup.  Court,  12  L.  Ed.  1061. 

Lutz  v.  Royal  Ins.  Co.,  205  Pa.  159. 

Gunther  v.  Liverpool,  L.  &  G.  Ins.  Co.,  34  Fed.  501. 

Xorwaysz  v.  Thurlingia  Ins.  Co.,  204  111.  334,  68  N.  E.  551;  affirming 
104  111.  App.  390. 

Daven  v.  Merchants'  &  Planters'  Ins.  Co.,  7  La.  Ann.  344. 

Turnbull  v.  Home  Fire  Ins.  Co.,  83  Md.  312,  34  Atl.  875. 

Boyer  v.  Grand  Rapids  F.  Ins.  Co.,  124  Mich.  445,  83  N.  W.  124. 

McFarland  v.  St.  P.  F.  &  M.  Ins.  Co.,  45  Minn.,  519,  49  N.  W.  253. 

Westfall  v.  Hudson  River  Fire  Ins.  Co.,  12  N.  Y.  289.  - 

Pindar  v.  Continental  Ins.  Co.,  38  N.  Y.  364,  97  Am.  Dec.  795. 

Jones  v.  Howard  Ins.  Co.,  100  Ga.  282,  29  S.  E.  266. 

Clark  v.  Manufacturers'  Ins.  Co.,  49  U.  S.  (8  How.)  235,  12  L.  Ed. 
1061. 

Second.  Violation  of  restriction  by  tenant  voids  policy  of  owner  of 
building,  as  well  as  tenant's  policy. 

One  of  the  most  interesting  and  important  of  the  cases  above  cited  is 
that  of  L.  L.  &  G.  Ins.  Co.  v.  Gunther,  which  originated  in  New  York, 
and  was  finally  decided  by  the  Supreme  Court  of  the  United  States.  The 


136  AMERICAN  GAS  INSTITUTE. 

suit  was  by  C.  G.  Gunther  and  others  against  the  insurance  company 
for  recovery  of  $20,000  on  two  policies  of  insurance,  covering  a  hotel 
and  contents  at  Gravesend  Bay,  Long  Island. 

From  the  statement  of  facts  in  the  report  it  appears  that  the  gasoline 
lighting  permit  formed  a  part  of  each  policy,  specifying: 

"Privilege  to  use  gasoline  gas,  gasometer,  blower  and  generator  being 
underground  about  sixty  feet  from  main  building,  in  vault;  no  heat  em- 
ployed in  process." 

The  body  of  the  policies  prohibited  the  storage  or  keeping  of  kerosene, 
gasoline,  etc.,  on  the  premises,  excepting  refined  coal,  kerosene,  or  other 
carbon  oil  for  lights,  if  the  same  were  drawn  and  the  lamps  filled  by 
daylight. 

It  appears  that  there  was  an  oil  room  in  the  basement  of  the  hotel 
under  the  pavilion,  about  ten  by  twelve  feet,  with  low  ceiling;  in  this 
room  the  lighting  material  was  kept.  The  fire  originated  in  the  oil  room 
about  dusk.  'Three  persons  were  in  the  room  at  the  time :  Jacob  Con- 
stantine,  James  Marrion,  and  one  Schuhardt.  The  last  named  was  in  Hie 
employ  of  Walker,  who  was  lessee  of  the  property.  The  others  were  em- 
ployed at  premises  about  a  mile  distant  from  the  Locust  Grove  Hotel, 
called  the  Bath  Park  House,  where  gasoline  was  used  for  lighting  pur- 
poses. Constantine  and  Marrion  were  sent  by  the  bookkeeper  of  the 
Bath  Park  House  to  the  Locust  Grove  Hotel  to  borrow  five  gallons  of 
gasoline.  On  reaching  Locust  Grove,  they  saw  Walker,  who  directed 
Schuhardt  to  give  them  the  gasoline.  Schuhardt  took  them  into  the  oil 
room.  He  carried  a  glass  lantern  with  a  wire  frame  around  it.  The 
lamp  was  lighted,  and  while  filling  the  can,  there  was  "a  sort  of  bluish 
flame  and  the  explosion,  and  the  place  was  full  of  fire."  The  fire  spread 
with  great  rapidity.  Schuhardt  was  burned  to  death ;  Constantine  was 
badly  burned,  and  was  laid  up  for  thirteen  weeks;  Marrion  was  burne  ! 
a  little.  The  hotel  and  all  the  buildings  were  destroyed  by  fire. 

To  the  suit  the  insurance  company  interposed  as  a  matter  of  defense 
that  gasoline  had  been  stored  and  used  on  the  premises,  instead  of  in 
the  generator  sixty  feet  away,  and  that  gasoline  was  drawn  after  dai'k 
and  with  a  lighted  lamp  near,  in  violation  of  the  conditions  of  the  policy; 
all  of  which  were  sustained  by  the  Supreme  Court,  as  proper  defenses, 
exempting  the  company  from  liability  if  true. 

This  property  was  owned  by  Gunther  and  others,  and  the  policies  were 
issued  to  them ;  the  property  was  leased  by  Gunther  and  his  co-owners  to 
Walker.  The  violation  of  the  conditions  of  the  policy  having  been  by 
Walker,  the  tenant,  and  his  employes,  the  question  arose  as  to  whether 
a  violation  of  the  conditions  of  the  policy  issued  to  Gunther,  by  his  ten- 
ant, Walker,  would  void  the  policy.  Disposing  of  this  objection,  Mr. 
Justice  Matthews,  rendering  the  opinion  of  the  court,  uses  the  following 
language : 


NEW  BUSINESS  METHODS.  137 

"Walker  was  in  no  sense  a  stranger  or  a  trespasser.  With  his  wife, 
he  was  in  the  lawful  occupation  of  the  premises;  and,  with  the  implied 
assent  of  the  insured  at  least,  was  intrusted  with  the  control  and  man- 
agement of  them.  And  under  the  terms  of  the  conditions  of  this  policy, 
it  must  be  held  that  the  insured  shall  suffer  the  consequences  of  Walker's 
acts  in  doing  that  which,  if  done,  the  company  had  stipulated  that  it 
would  not  be  liable.  The  insured  engaged  that  the  prohibited  thing 
should  not  be  done;  and  when  he  committed  the  control  of  the  insured 
premises  to  another,  the  latter  became  his  representative,  for  whom  he 
must  answer,  as  for  himself." 

The  following  authorities  also  sustain  the  proposition  that  it  is  the 
business  of  the  lessor  to  see  that  his  tenants  do  not  violate  the  conditions 
of  the  policy,  and  that  a  forfeiture  of  the  policy  can  not  be  excused  by 
showing  that  the  breach  of  the  condition  was  the  act  of  the  tenant  of  the 
insured : 

Brief  on  the  Law  of  Insurance  (Cooley,  1905),  V.  2,  pp.  1710-11,  and 
authorities  there  cited. 

Fire  Assn.  of  Philadelphia  v.  Williamson,  29  Pa.  196. 

Duncan  v.  Sun  Fire  Ins.  Co.,  6  Wend.  (N.  Y.)  488,  22  Am.  Dec.  539. 

Germania  F.  Ins.  Co.  v.  Board  of  Commrs.,  etc.,  39  Pac.  Rep.  697. 

First  Congregational  Church  of  Rockland  v.  Holyoke  Mutual  Fire  Ins. 
Co.,  158  Mass.  475-33,  33  N.  E.  572,  35  Am.  St.  Rep.  508. 

Kelley  v.  Worcester  Mutual  F.  Ins.  Co.,  97  Mass.  284. 

Mead  v.  Northwestern  Ins.  Co.,  7  N.  Y.  530. 

Fire  Assn.  v.  Williamson,  26  Pa.  St.  196. 

Diehl  v.  Adams  County  Mutual  Ins.  Co.,  58  Pa.  St.  443. 

Howell's  Executors  v.  Baltimore  E.  Society,  16  Md.  377. 

Third.     Insurance  company  not  liable  for  fire  caused  by  explosion. 

The  policy,  providing  generally  against  any  liability  for  loss  caused 
directly  or  indirectly  by  an  explosion,  excludes  the  company  from  liability 
for  loss  from  a  fire  directly  caused  by  an  explosion. 

Brief  on  Laws  of  Insurance  (Cooley,  1905). 

Louisiana  Mutual  Fire  Ins.  Co.  v.  Tweed,  7  Wall,  44,  9  L.  R.  A.  65. 

Tammart  v.  Merchants'  M.  F.  Ins.  Co.,  34  La.  Ann.  249. 

St.  John  v.  American  F.  Ins.  Co.,  11  N.  Y.  516,  affirming  8  N.  Y.  Super. 
Ct.  371. 

Hayward  v.  Liverpool  &  L.  Ins.  Co.,  42  N.  Y.  456,  2  Abb.  Dec.  349,  af- 
firming 20  N.  Y.  Super.  Ct.  385. 

Greenwald  v.  Ins.  Co.,  3  Phila  (Pa.)  323,  7  Amer.  Law  Reg  (OS)  282. 

Fourth.  Definition  of  artificial  light  net  permitted  in  room  while  fill- 
ing reservoir. 

Where  the  explosion  results,  not  from  a  hostile  fire,  but  from  a 
"friendly  fire,"  such  as  the  striking  of  a  match,  a  lighted  stove,  a  burn- 
ing gas  jet,  or  similar  cause,  the  company  will  not  be  liable. 

Mitchell  v.  Potomac  River  Ins.  Co.,  183  U.  S.  Sup.  Ct.  42,  22  Sup.  Ct, 
22,  46  L.  Ed.  74,  affirming  16  App.  D.  C.  241. 

AVashburn  v.  Federal  Ins.  Co.,  29  Fed.  Cases,  330. 


138  AMERICAN  GAS  INSTITUTE. 

Hauer  v.  N.  W.  National  Ins.  Co.,  144  111.  393,  33  X.  E.  411,  19  L.  R. 
A.,  594,  affirming  same  v.  Westchester  F.  Ins.  Co.,  151  111..  331,  37  N.  E. 
873,  affirming  44  111.  429. 

Transatlantic  F.  Ins.  Co.  v.  Dorsey,  56  Md.  70,  40  Am.  Rep.  403. 

Briggs  v.  North  B.  &  M.  Ins.  Co.,  53  N.  Y.  446,  affirming  66  Barb. 
325. 

United  Life,  Fire  &  Marine  Ins.  Co.  v.  Foote,  22  Ohio  340,  10  Am. 
Rep.  736. 

In  the  past  two  months  about  ten  per  cent  of  gasoline  lighting  plants 
operating  in  this  city  have  blown  up,  one  resulting  in  total  loss.  At  this 
rate  of  destruction,  the  expectation  of  hazard  .would  indicate  that  they 
should  all  blow  up  within  the  course  of  the  next  two  years. 

In  defining  the  above  relations  of  gasoline  lighting  to  fire  insurance 
liability  as  affecting  the  policies  of  tenants  and  owners  of  buildings  in 
which  gasoline  plants  are  being  operated,  the  writer  started  out  with 
the  desire  merely  to  seek  knowledge  for  his  own  information  on  a  subject 
which  deeply  concerned  him;  but,  since  the  above  revelations  are  so  start- 
ling, they  will  likely  be  of  more  than  common  interest  to  a  large  part  of 
the  business  public. 

In  conclusion,  I  respectfully  request  any  one  interested  to  place  this 
document  in  the  hands  of  his  own  attorney  and  have  it  investigated. 

Respectfully,  VICTOR  L.  SCOTT, 

Solicitor,  Commercial  Department. 


SAX   DIEGO    CONSOLIDATED   GAS  AND   ELECTRIC  COMPANY. 
San   Diego,   California. 

MR.   C.    E.   GROESBECK. 

We  advertise  in  all  three  of  the  local  daily  newspapers,  in  the  street 
cars,  and  do  some  bill  board  advert isng  as  well. 

You  ask  for  a  copy  of  advertising  matter,  but  as  the  newspaper  ad- 
vertisements are  changed  at  frequent  intervals,  I  do  not  suppose  you  care 
for  a  large  amount  of  such  copy  as  this. 

We  do  not  deal  in  stoves  or  heating  or  lighting  appliances.  These  are 
handled  entirely  by  the  local  dealers.  We,  therefore,  have  no  occasion 
for  use  of  a  sales  or  display  room,  other  than  a  few  heaters  and  sample 
appliances  which  we  carry  in  our  window.  All  inquiries  from  purchasers 
for  this  class  of  material  are  referred  to  local  dealers. 

We  do  very  little  in  the  way  of  gas  signs  and  gas  for  show  windows, 
as  most  of  this  business  comes  to  our  electrical  department. 

As  we  own  both  the  gas  and  electric  companies,  we  have  no  electric 
competition,  and  fortunately  up  to  this  time  have  had  no  outside  gas 
competition. 


NEW  BUSINESS  METHODS. 


139 


We  endeavor  to  keep  our  customers  well  satisfied  by  giving  good  ser- 
vice and  by  promptly  attending  to  any  complaints,  trouble  or  disputes 
that  may  arise. 

We  have  two  gas  solicitors,  each  working  on  a  nominal  salary,  receiving 
a  commission  for  each  additional  service  connected. 

On  account  of  our  not  carrying  a  line  of  stoves  and  ranges,  we  have 
given  no  cooking  demonstrations  whatsoever,  but  have  contributed  freely 
to  the  local  merchants  who  have  given  these  demonstrations.  • 


INSPECTOR'S  REPORT. 

Sfa?*<*£-'    ^^^^^^^^--^r1^ 

&£Ar2*g^ „„ 


SAVANNAH  GAS  COMPANY. 

Savannah,   Georgia. 

MR.   JNO.   W.    GOLDEN. 

In  answer  to  your  letter  of  the  15th  inst.,  I  enclose  herewith  a  few 
forms  of  advertising  matter  which  have  been  of  advantage  to  us;  I  also 
enclose  copy  of  "Arc  Lamp  Inspector's  Re- 
port," which  serves  as  a  check  upon  the  work 
being  satisfactorily  and  honestly  done  by  our 
inspectors.  Also  enclose  postal  card  regarding 
complaint  work,  which  is  sent  out  upon  the 
report  of  each  job  that  has  been  attended  to. 

These  forms,  we  find,  convey  to  the  consumer 
the  desire  upon  our  part  to  give  good  service, 
and  I  am  satisfied  it  has  a  very  satisfactory 
effect  with  them. 

I  shall  appreciate  a  copy  of  "New  Business 
Methods"  which  will  be  presented  at  the  meet- 
ing of  the  American  Gas  Institute  in  October. 

Wishing  you  every  success  in  this  matter, 
Avhich  I  am  sure  every  gas  man  should  appre- 
ciate, I  am,  etc.  .'""'""I 


;— -.-— 1«-.' 


NEW  YORK  AND  RICHMOND  GAS  COMPANY. 

Stapleton,  New  York.' 

MR.   THOS.   0.   HORTON. 

Replying  to  your  letter  of  August  15th,  I  enclose  herewith  several  of 
the  monthly  enclosures  sent  out  with  our  gas  bills,  and  would  say  that 
we  are  handicapped  with  a  building  not  fitted  for  our  purposes  in  the 
way  of  an  office,  so  that  we  have  no  photographs  of  interest  of  salesroom, 


140  AMERICAN  GAS  INSTITUTE. 

office  building,  gas  signs  and  show  windows.  We  depend  primarily  for 
our  sales  upon  the  work  of  canvassers.  Every  house  along  the  line  of  our 
mains  receives  a  call  from  a  canvasser,  upon  which  he  makes  a  report  on 
the  index  card  marked  "  A " ;  tabs  on  top  of  the  card  representing  such 
appliances  or  connections  as  the  consumer  has,  clipped  off.  These  are 
filed  according  to  street,  and  from  this  card  index  the  forms  marked  "B" 
are  arranged,  which  are  given  to  the  canvassers  for  their  second  calls. 
Such  items  here  as  the  consumer  has  are  indicated  by  check  marks  under 
their  proper  headings,  so  that  the  canvasser  need  work  only  on  such  ap- 
pliances as  the  consumer  does  not  have. 

We  have  no  regular  method  of  maintaining  lighting,  but  to  several  of 
our  large  customers  we  make  this  proposition :  ' '  If  you  will  purchase 
your  supplies  from  us  at  the  regular  prices  our  man  will  call  each  week, 
inspect,  clean,  adjust  your  burners,  and  supply  you  such  parts  as  are  nec- 
essary at  the  regular  retail  prices." 


THE  SPARTANBURG  RAILWAY,  GAS  AND  ELECTRIC  COMPANY 

(GAS  DEPARTMENT). 
Spartanburg,  South  Carolina. 

MR.  'K.  W.  MILLER. 

Our  method  for  increasing  the  fuel  business  is  through  newspaper  ad-, 
vertising,  personal  letters  and  post  cards  made  from  the  cuts  furnished 
by  Ben  Alten  Block. 

Once  during  the  season  we  give  a  gas  cooking  demonstration,  which  is 
presided  over  by  an  expert  demonstrator;  this  not  only  sells  us  a  number 
of  ranges  but  instructs  those  already  having  them  how  to  obtain  the  best 
results  with  the  least  expense. 

In  promoting  store  lighting  we  push  the  Humphrey  arc  lamp,  selling 
it  for  cash  or  on  time  and  at  about  cost;  the  lamps  are  inspected  once  a 
week,  the  only  charge  to  the  consumer  being  for  mantles  replaced. 


SPRINGFIELD  GAS  LIGHT  COMPANY. 
Springfield,  Massachusetts. 

MR.  H.  F.  PARCHER. 

Advertising  is  done  in  all  the  established  ways,  newspapers,  circular 
letters,  demonstrations,  bill  boards,  flash  signs,  automobile  tops,  horse 
covers,  souvenirs,  gutter-snipes,  window  displays,  etc.  The  most  direct 
returns  come  from  the  circular  letters  following  up  the  leads  turned  in 
by  a  lady  demonstrator,  who  makes  a  report  of  what  she  finds  lacking 


NEW  BUSINESS  METHODS.  141 

in  each  house  that  she  calls  at.  The  demonstrator  calls  at  each  house  to 
see  if  ranges  are  in  order  and  give  instructions  in  gas  cookery  if  needed, 
but  the  big  end  of  her  services  is  to  keep  the  appliance  manager  supplied 
with  good  leads  from  which  to  work. 

Canvassers  are  paid  a  salary  and  we  consider  them  the  A  B  C  of  the 
business  getting.  We  also  employ  a  professional  lady  demonstrator- 
mark  the  professional.  It  does  not  pay  to  experiment  with  lady  amateurs 
to  make  a  house  to  house  canvass  for  the  purpose  of  building  up  business 
on  the  appliances  which  are  already  installed. 

Arc  lamps  are  installed  without  charge,  except  for  mantles,  and  are 
maintained  likewise,  the  trimmer  collecting  fifteen  cents  for  each  mantle 
used. 

Household  appliances  are  sold  at  cost  and  connected  free  with  the  ex- 
ception of  the  water  connection,  which  is  made  by  the  plumber.  Free 
gas  and  air  connections  are  made  to  factory  appliances,  whether  sold  di- 
rect or  by  the  company.  Fixtures,  lamps,  etc.,  are  sold  at  a  price  enough 
above  cost  to  pay  for  the  cutting  and  hanging.  No  combination  fixtures 
are  handled  at  all,  but  the  low  price  is  made  on  the  straight  gas  in  order 
to  induce  the  builders  to  leave  the  wires  out,  which  it  does  in  all  except 
the  best  class  of  apartments. 


CITIZENS  GAS  AND  ELECTRIC  COMPANY. 

Stroudsburg,   Pennsylvania. 

MR.  H.  E.  SWEENEY. 

This  is  a  town  of  about  7,000  people.  The  gas  plant  has  only  been 
acquired  by  this  company  during  1905.  We  have  started  practically  a 
new  plant,  changing  from  coal  gas  to  water  manufacturing.  People  are 
very  slow  at  trying  gas,  as  the  electric  light  competition  has  been  so  keen 
between  two  opposing  companies  that  we  had  to  simply  hold  on.  We  now 
have  both  plants  and  hope  to  educate  them  to  use  more  light. 

I  do  not  think  very  much  newspaper  advertising  pays,  a  little  now  and 
then  or  at  the  beginning  of  fall  and  spring  season  is  all  right,  but  in 
small  places  personal  solicitation  is  the  best  method.  To  show  you,  last 
year  with  a  good  solicitor  employed  there  were  only  38  stoves  sold.  With 
no  solicitor  this  year  and  my  own  solicitation  orders  were  taken  for  78 
stoves.  I  visited  on  an  average  each  of  the  70  purchasers  three  times, 
and  the  ones  that  at  first  said  no  emphatically  were  the  ones  I  paid  par- 
ticular attention  to  and  in  most  every  case  sold  them  a  range  and  they 
are  today  our  best  customers.  As  one  lady  said,  "I  never  thought  I  would 
buy  a  range,  but  today  it  is  the  last  thing  I  would  let  go  out  of  my 
house."  I  propose  early  next  season  to  get  up  a  "float"  and  decorate  it. 
and  show  a  gas  range  with  electric  irons  on,  with  a  colored  cook  on 


142  AMERICAN  GAS  INSTITUTE. 

"float"  and  with  music  parade  over  every  street  where  gas  mains  are 
laid,  then  follow  up  with  personal  work;  also  on  March  first  will  start  a 
gang  of  repair  men  and  get  all  stoves  in  good  working  order.  Find  tho 
stoves  are  more  neglected  than  an  ordinary  coal  stove. 


NIAGARA  LIGHT,  HEAT  AND  POWER  COMPANY. 
Tonawanda,  New  York. 

MR.  L.  T.  PALMER. 

Our  only  scheme  for  selling  gas  burning  appliances  of  all  kinds  is  that 
we  keep  two  salaried  solicitors  constantly  pounding,  never  letting  up  un- 
til they  are  ours.  It  often  takes  years  to  gather  them  into  our  fold,  but 
by  a  continuous  effort  made  by  personal  solicitations,  kindly  but  persist- 
ently administered,  we  succeed  at  last. 

In  our  town  of  18,000  people  we  have  added  1,600  meters  in  the  last 
three  and  one-half  years,  by  this  method. 

Our  salesmen  are  paid  good  salaries  and  their  time  is  entirely  ours  and 
they  are  at  our  command  at  all  times,  which  makes  them  feel  much  more 
interested  in  the  success  of  the  company,  and  I  believe  we  get  better  work 
out  of  them,  as  they  know  they  must  earn  their  salaries  or  they  cannot 
hold  their  positions. 

Last  fall  we  put  out  a  large  number  of  Humphrey  outside  arc  lamps, 
which  with  the  500  inside  arcs  we  care  for  and  maintain  free,  thus  not 
only  meeting  the  competition  of  the  electric  company  but  getting  more 
than  75  per  cent  of  the  commercial  lighting. 

Our  principal  business  getters  are  our  solicitors. 

Our  piping  scheme,  viz.,  piping  four  rooms  and  fixturing  them  for  $8.90, 
is  a  winner,  as  we  have  piped  more  than  550  houses  for  light  since  Au- 
gust 17,  1903,  besides  setting  about  1,600  stoves  and  water  heaters  during 
the  same  time,  and  still  there  are  more  to  get,  for  our  new  business  for 
1906  to  date  is  much  larger  than  1905  for  the  same  period,  simply  show- 
ing that  persistent,  well  directed  effort  wins. 


WAKEFIELD  MUNICIPAL  LIGHT  PLANT. 

Wake  field,  Massachusetts. 

MR.  CHARLES  E.  WHITE. 

Replying  to  your  request  relative  to  "New  Busiess  Methods."  We  sell 
all  appliances  with  a  guarantee  that  if  not  satisfactory  to  the  customer 
we  will  return  the  money  and  remove  the  goods.  Have  not  returned  any 
money  to  date. 


NEW  BUSINESS  METHODS.  143 

We  give  20  per  cent  discount  for  payment  in  15  days  on  all  ranges  we 
sell,  connect  all  stoves  free,  also  sell  stoves,  the  payments  being  made  on 
a  prepay  meter  set  ahead  of  the  regular  rate. 

We  place  free  of  charge  a  gas  jet  with  Bray  burner  on  all  stoves  we 
set,  also  in  any  room  on  first  floor  a  side  bracket  with  No.  71302  Wels- 
bach  burner  complete  for  $1.50,  including  piping. 

"We  sold  150  pieces  of  8-foot  tubing  for  70  cents,  giving  to  all  purchas- 
ers a  small  round  heater,  the  whole  outfit  costing  us  80  cents ;  we  did  not 


FREE  GAS  HEATER 

That  our  consumers  may  try  gas  for  hearing  we  will  give  a  gas  heater 
valued  at  $1 .25  to  all  gas  consumers  who  pay  their  bills  at  our  North 
Avenue  office  during  September  and  buy  of  us  a  length  of  tubing  for 
seventy  cents.  Heater  is  of  neat  design,  seventeen  inches  high,  base 
and  top  aluminum  painted  and  furnished  with  gas  shut-off. 

Only  one  heater  to  each  consumer. 

Fifteen  cents  will  be  charged  if  we  deliver  heater. 

WAKEFIELD  MUNICIPAL  LIGHT  PLANT. 


wrap  them  up,  but  gave  tube  and  heater  to  customer,  and  we  found  that 

it  led  to  other  heater  business.     We  enclose  you  a  copy  of  the  heater  ad. 

We  advertise  regularly  in  the  local  papers,  changing  the  ad  frequently. 


WATERTOWN  GAS  AND  ELECTRIC  COMPANY. 

Watertown,   Wisconsin. 

i 

MR.  P.  L.  UTLEY. 

We  are  making  an  offer  to  houses  which  already  have  service  pipes  in 
for  fuel  purposes  which  we  call  our  "Free  Fixture  Offer."  If  the  con- 
sumer will  get  his  house  piped,  either  paying  us  for  it,  or  a  plumber,  we 
then  agree  to  furnish  necessary  fixtures  to  him,  selling  them  at  the  regu- 
lar retail  price  and  allowing  him  credit  for  the  amount  of  gas  bills  used 
for  illuminating  the  first  year.  If  the  consumer  uses  enough  gas  the  first 
year  to  pay  for  the  fixtures,  he  gets  the  fixtures  free ;  otherwise,  he  pays 
the  difference.  We  find  this  quite  an  inducement  to  small  houses  which 
have  already  installed  a  gas  stove  but  are  backward  about  installing  illu- 
minating gas  on  account  of  the  expense. 


144  AMERICAN  GAS  INSTITUTE. 

WATSONVILLE  LIGHT  AND  POWER  COMPANY. 

Watsonville,  California. 

MR.  R.   H.   STERLING. 

Am  sorry  to  say  that  I  have  nothing  new  to  offer  in  the  way  of  new 
business  methods  since  a  year  ago,  when  I  gave  you  all  that  I  thought 
was  original  with  us,  and  it  is  due  to  the  fact  that  the  copy  of  your  pub- 
lication of  last  year  has  furnished  us  with  so  many  good  ideas  in  this  lino 
that  it  has  relieved  us  of  the  necessity  of  devising  any  new  methods  of 
our  own.  The  work  in  question  has  been  a  text  book  and  the  idea  I  con- 
sider so  excellent  that  it  is  with  much  regret  that  we  have  nothing  to  offer 
this  year. 


THE  WESTMINSTER  GAS  LIGHT  COMPANY. 

Westminster,  Maryland. 

MR.  JOHN  H.  CUNNINGHAM. 

I  fear  the  experience  gained  in  the  conduct  of  a  gas  company  in  n 
small  town,  having  its  own  peculiar  local  conditions  to  meet,  would  not 
be  of  much  benefit  in  any  general  sense. 

We  have  met  and  are  meeting  with  quite  satisfactory  results  here,  but 
we  attribute  it  to  the  fundamental  proposition  of  "hustle."  We  make  it 
the  basic  principle  or  tenet  of  our  profession.  We  are  as  anxious  to  hold 
our  old  customers  as  to  go  after  new  ones,  and  consequently  when  there 
is  any  complaint,  or  sign  of  trouble,  we  go  after  it  at  once.  Do  not  wait 
for  it  to  hunt  us,  we  hunt  it. 

We  also  try  to  popularize  the  industry,  pursuing  a  liberal  policy,  main- 
taining Welsbach  lights  at  cost,  adjusting  keys,  cleaning  valves,  washing 
globes,  regulating  stoves,  selling  appliances  at  or  below  cost,  giving  a 
mantle  here,  or  a  chimney  there,  where  same  "broke  in  the  day  time, 
when  no  one  was  near  it,"  etc.,  etc. 

We  try  to  promote  the  intelligent  use  of  the  gas  range.  I  believe  f\ 
good  many  gas  ranges  are  discarded  because  their  operation  is  too  ex- 
pensive, when  the  excessive  cost  is  summed  up  in  the  one  word  waste. 
Therefore  we  never  fail  to  try  to  impress  upon  the  housewife  and  the 
servant  the  fact  that  "matches  are  cheaper  than  gas"  and  urge  them  to 
turn  off  the  flow,  even  if  they  expect  to  use  the  stove  within  the  next, 
few  minutes.  And  we  give  away  match  safes— photo  herewith— mounted 
on  a  plaque,  "Cook  with  Gas,"  on  the  stove,  or  match  safe,  and  "Use 
matches  liberally,  they  are  cheaper  than  gas,"  on  the  plaque. 


NEW  BUSINESS  METHODS.  145 

But  undoubtedly  the  best  means  of  popularizing  gas  is  to  sell  it  as 
cheaply  as  it  is  possible.  Our  company  has  steadily  reduced  the  price 
from  $4.00  in  1870  to  $1.50,  with  a  sliding  scale  down  to  $1.25  at  the  pres- 
ent time,  with  never  an  advance,  during  strikes  or  any  disturbances,  and 
after  each  reduction  a  small  but  satisfactory  net  gain  has  been  shown. 
Our  present  rate  of  increase,  gross,  has  been,  for  the  past  five  years,  about 
20  per  cent.  We  believe  this  year  it  will  be  25  per  cent. 

1  truly  wish  I  could  give  you  some  information  of  value,  for  I  very 
much  appreciate  the  great  work  you  are  doing  for  the  fraternity  at  large, 
and  from  which  we  little  fellows  derive  incalculable  benefit. 


WIXONA  GAS  LIGHT  AND  COKE  COMPANY. 

Winona,  Minnesota. 

MB.  L.  C.  GRAHAM. 

In  our  campaign  this  season  we  have  followed  a  few  of  the  well  known 
and  tried  business  methods,  such  as  giving  good  service  and  prompt  at- 
tention to  complaints  and  gas  range  sales. 

And  following  up  the  sales,  and  seeing  that  the  stove  was  properly 
used  from  an  economical  point  of  view,  I  think  was  a  great  help,  espe- 
cially to  those  who  had  never  used  gas  before,  and  it  was  also  found  that 
some  who  had  been  using  gas  ranges  for  several  years  could  be  helped 
by  a  few  well  guarded  suggestions. 

Wcj  also  adopted  the  plan  of  placing  a  good  Welsbach  light  with  tho 
range  and  find  it  is  bringing  good  results. 

Another  very  essential  thing  is  good  canvassers,  and  we  find  lady  can- 
vassers are  better  than  men  for  selling  gas  ranges.  It  is  possible  for  them 
to  get  in  closer  touch  with  the  ladies,  and  analyze  the  situation  better  and 
follow  up  what  a  man  would  think  a  poor  prospect  and  turn  it  into  a  sale. 

I  suppose  the  value  of  newspaper  advertising  largely  depends  upon 
local  conditions.  'Here  the  money  spent  in  that  way  has  been  of  as  much 
value  as  a  like  amount  spent  in  any  other  way  to  introduce  our  ap- 
pliances. 

By  working  along  the  above  lines  our  consumers  have  increased  25  per 
cent,  therefore  it  must  have  some  virtue. 


146  AMERICAN  GAS  INSTITUTE. 

THE  YORK  GAS  COMPANY. 

York,  Pennsylvania. 

MR.   F.   R.   SMART,   JR. 

It  is  with  pleasure  I  give  you  what  information  I  can  concerning  our 
business  methods. 

Enclosed  you  will  find  a  blank  contract  for  ranges  we  put  out  on 
trial;  these  contracts  are  placed  in  the  hands  of  our  canvassers,  who  are 
paid  salaries  and  who  cover  the  whole  town  two  or  three  times  a  season. 
So  that  we  can  more  intelligently  handle  our  canvassers,  we  have  a  card 
index  of  the  whole  town,  whether  our  mains  reach  the  houses  or  not. 
This  index  is  made  up  of  the  enclosed  cards,  the  remarks  are  filled  out 
on  the  back  and  consist  of  a  synopsis  of  the  conversation  held  with  the 
occupant  of  the  building. 

When  a  range  is  placed  on  trial,  the  prospective  customer  is  instructed 
as  to  its  use,  and  how  to  be  most  economical  with  the  gas. 

In  addition  to  this  we  advertise  in  the  local  newspapers,  changing  the 
matter  frequently;  also  in  the  street  cars  and  on  certain  programs. 

Unfortunately  we  have  no  photographs  of  our  office  and  salesrooms. 
We  have  just  completed  a  building  with  show  rooms  and  office,  which  we 
consider  at  least  the  best  one  in  the  state  in  a  town  of  an  equal  size.  We 
feel  this  to  be  one  of  our  best  advertisements,  second  in  fact  only  to  thf. 
treatment  of  our  customers,  complaints  from  whom  are  always  willingly 
and  carefully  investigated,  our  most  earnest  endeavor  being  to  make  each 
customer  an  advertiser  for  us. 


NEW  B'USINESS  METHODS.  147 

SCHEMES  THAT  HAVE  PAID. 

By  H.   W.   CHASE. 

We  should  never  grow  weary  in  well  doing.  This  beautiful  admonition 
applies  to  the  efforts  of  those  of  us  who  are  laboring  to  educate  an  unwill- 
ing public  to  use  that  which  will  lessen  their  labors.  It  is  true  that  wr 
are  doing  this  from  a  selfish  motive,  and  when  we  convince  our  pros- 
pective consumer  he  also  does  the  same.  We  are  in  advance  of  the  times. 
We  are  advocating  a  change  in  the  domestic  life,  and  when  once  we  strike 
the  keynote,  so  to  speak,  our  time  of  harvest  has  arrived.  For  in  the 
gas  business  we  are  introducing  a  necessity,  something  that  when  once 
used  is  always  used  and  is  the  means  of  convincing  others.  People  ar-1 
like  sheep.  If  one  goes  over  the  fence  the  whole  flock  will  follow;  there- 
fore our  primary  object  is  to  get  them  started. 

In  order  to  sell  gas  we  must  sell  appliances,  and  when  once  the  appli- 
ance is  sold  our  work,  comparatively  speaking,  is  at  an  end.  The  con- 
sumer does  the  rest,  or  in  other  words,  the  gas  sells  itself. 

Experience  has  taught  that  the  more  interest  that  can  be  aroused  by 
any  means,  which  is  favorable  to  the  company,  the  greater  are  the  oppor- 
tunities of  doing  business. 

The  American  people  are  possessed  with  a  spirit  of  gambling,  or  some- 
thing for  nothing  idea.  With  this  idea  for  a  foundation  the  following 
schemes  have  been  tried  and  found  to  be  very  successful  in  starting 
business : 

Scheme  No.  1. 

free— A  Modern  Gas  Range.  A  beautiful,  up-to-date  range  will  be 
given,  absolutely  free,  to  the  most  popular  religious  organization  or  secret 
society.  To  determine  their  popularity,  the  following  blank  vote,  which 
will  be  printed  each  day  in  the  leading  newspaper,  must  be  filled  out  and 
deposited  at  the  office.  The  society  receiving  the  largest  number  of  votes 
will  lie  presented  with  this  $.  .  .  .  prize. 

Vote  as  many  times  as  you  please;  there  are  no  restrictions,  only  that 
the  votes  must  be  taken  from  the  daily  newspapers  and  delivered  at  our 
office.  Contest  will  close  

This  scheme  was  advertised  thoroughly,  and  the  standing  of  each  con- 
testant placed  in  each  day's  issue  of  the  paper. 

Then  the  range  to  be  given  away  was  placed  in  the  rear  of  the  display 
room.  The  other  appliances  were  also  tastily  arranged  for  exhibition, 
and  a  sufficient  amount  of  help  placed  on  the  floor  to  take  care  of  tho 
people.  A  card  announcing  that  the  prize  range  was  on  exhibition  inside 
was  placed  in  the  window. 


148  AMERICAN  GAS  INSTITUTE. 

Sufficient  interest  was  aroused  to  cause  some  of  the  leaders  to  buy  the 
papers  containing  the  votes  by  the  hundred,  necessitating  a  later  edition 
of  the  paper.  This,  of  course,  was  not  due  to  the  value  of  the  prize,  but 
to  the  desire  to  win. 

Our  point  was  accomplished,  however,  for  gas  was  the  topic  of  their 
conversation,  and  within  two  weeks  after  the  close  of  the  contest  a  range 
had  been  sold  to  each  organization,  and  beside  this  to  a  large  number  of 
individuals.  And  why?  Simply  because  it  was  brought  to  their  minds 
in  this  manner. 

A  more  direct  way  of  coming  in  contact  with  the  individual  consumer 
was  then  tried,  and  among  the  many  schemes  the  following  seemed  most 
productive  of  good  results. 

i  Scheme  No.  2. 

A  ticket  bearing  a  certain  number  in  duplicate  was  distributed  among 
the  consumers  by  the  representatives.  The  consumer  desiring  to  tak" 
part  in  the  contest  signed  this  ticket  and  retained  her  number.  All  of 
these  tickets  were  deposited  in  a  large  can,  and  on  a  certain  date  each 
one  taking  part  was  invited  to  the  office  to  witness  the  drawing.  The 
lucky  number  .was  drawn  by  one  of  the  consumers  and  a  range  was  pre- 
sented free. 

This  plan  was  cf  great  benefit  in  many  ways.  'First,  it  gave  to  the 
representative  an  opportunity  for  a  call  at  the  house  and  a  topic  of  con- 
versation. Second,  it  gave  the  company  the  names  of  a  large  number  of 
immediate  prospects,  for  consumers  would  not  sign  the  ticket  and  come 
to  the  office  unless  they  were  interested.  And,  third,  it  was  the  direct 
means  of  bringing  a  large  number  of  people  to  the  office  to  see  the  display 
and  get  acquainted. 

The  following  scheme  was  also  used  to  get  consumers  to  come  to  the 
office: 

Scheme  No.  3. 

A  difficult  rebus  pertaining  to  gas  was  placed  in  the  papers.  With 
this  the  statement  was  made  that  for  the  first  correct  reading  a  gas  range 
would  be  presented  free;  for  the  second,  a  water  heater;  for  the  third. 
a  portable  heater;  for  the  fourth,  a  Welsbach  lamp,  and  for  the  fifth,  a 
gas  flatiron. 

This  contest  was  to  last  one  week  only.  All  answers  to  be  properly 
signed  by  the  one  solving  the  rebus  and  delivered  in  person  to  a  clerk, 
who  read  and  dated  it,  reserving  his  decision  until  the  close  of  the  contest. 

These  answers  could  only  be  delivered  at  a  certain  time  each  day,  from 
6:30'  to  8:30  p.  M.  At  this  time  the  business  office  was  closed  and  the 
commercial  department  was  in  charge  of  the  salesroom. 

Each  person  coming  in  was  given  some  souvenir  and  interested,  if  pos- 
sible, in  the  display  of  prizes. 


NEW  BUSINESS  METHODS.  149 

At  the  close  of  the  contest  the  prizes  were  awarded  to  the  winners,  but 
in  order  to  get  the  prize  the  winner  must  be  present. 

This  plan  was  the  means  of  getting  each  consumer  who  took  part  in 
the  contest  to  the  office  twice,  and  gave  the  representative  an  opportunity 
to  get  in  his  work. 

Scheme  No.  4. 

Demonstrations  are  very  beneficial  to  the  company  and  are  certainly 
worth  the  effort.  The  chief  difficulty  experienced  is  to  arouse  enough  in- 
terest to  get  the  consumer  to  attend  them.  In  this  the  following  schemes 
have  been  found  very  beneficial : 

The  representatives  were  given  cards  to  distribute  among  the  interested 
consumers.  The  consumer,  by  presenting  this  card  at  the  office  at  any 
demonstration,  was  given  a  souvenir,  and  the  representative  who  was  su*1- 
cessful  in  bringing  the  most  consumers  to  the  office  was  given  a  cash  bonus. 

Scheme  No.  5. 

Another  successful  stunt  was  the  installing  of  a  demonstrating  room 
in  each  of  the  market  houses.  Free  coffee  and  biscuits  were  served  and 
a  resting  place  furnished. 

It  is  true  that  every  city  does  not  have  a  market  house,  but  they  ail 
have  places  where  people  go,  either  for  business  or  pleasure. 

If  a  demonstration  can  be  arranged  in  a  place  of  this  kind,  it  is  more 
beneficial  than  in  any  other  place,  for  there  you  will  interest  those  who 
would  not  come  simply  to  a  demonstration. 

It  has  been  found  to  be  very  productive  of  good  results  to  arrange  a 
demonstration  in  some  public  place  and  charge  admission,  this  admission 
fee  going  either  to  some  society  or  to  defray  expenses. 

The  most  successful  way  in  promoting  this  scheme  is  as  follows :  Have 
the  tickets  printed  some  time  in  advance  and  advertise  the  fact  that  to 
the  person  selling  the  largest  number  of  tickets,  at  10  cents  each,  a  gas 
range  will  be  given  absolutely  free,  and  other  prizes  of  less  value  for  sec- 
ond, third,  etc.  Then  when  the  time  of  demonstration  ^comes,  stimulate 
additional  interest  by  offering  a  door  prize. 

Ranges  are  more  easily  demonstrated  than  water  heaters,  therefore 
more  of  them  are  sold.  A  water  heater  may  be  placed  in  the  office,  con- 
nected with  a  tank,  and  a  great  deal  of  interest  aroused,  but  for  a  prac- 
tical demonstration  nothing  can  compare  with  the  following: 

A  very  convenient  and  commodious  bathroom  was  placed  in  the  base- 
ment of  the  gas  office  and  a  door  leading  in  from  the  street  was  provided. 
In  this  room  was  placed  a  water  heater,  connected  to  a  tank,  and  a  penny- 


15C  AMERICAN  GAS  INSTITTTE. 

in-the-slot  meter  was  also  furnished.  In  this  manner  the  consumer  knew 
exactly  how  the  heater  worked  and  the  expense  of  operating  it. 

Consumers  at  first  objected  to  using  a  public  bath,  but  when  they  were 
convinced  that  the  room  provided  was  sanitary  and  everything  thor- 
oughly sterilized,  they  would  much  rather  use  this  than  go  elsewhere  and 
pay  a  larger  price. 

This  scheme  was  the  direct  cause  of  placing  a  large  number  of  heaters, 
as  well  as  bringing  the  company  before  the  public,  for  in  being  so  public- 
spirited  as  to  provide  a  free  bath  made  them  very  prominent. 

Industrial  business  is  conceded  to  be  the  most  profitable  of  any  obtain- 
able, therefore  no  expense  within  reason  should  be  spared  in  obtaining  it. 
Most  industrial  appliances  work  best  and  most  economical  when  they  are 
provided  with  air  under  pressure,  and  in  many  factories  this  condition  is 
not  obtainable. 

Scheme  No.  6. 

A  prospective  consumer  hesitates  about  making  an  investment  without 
first  being  shown  the  advantage. 

A  very  successful  means  of  obtaining  this  business  is  to  place  a  small 
plant  in  the  office,  carrying  only  such  appliances  as  would  be  most  used 
in  the  particular  locality.  Then  take  a  sample  of  the  prospective  con- 
sumer's work  to  the  demonstrating  room  and  show  him  how  easily  and 
more  satisfactorily  it  can  be  done  with  gas  than  with  other  fuels. 

One  industrial  appliance  concern  will  place  any  appliance  on  approval 
for  sixty  days  if  the  conditions,  kind  of  work  to  be  done,  etc.,  are  ex- 
plained and  meet  with  their  regulations. 

The  lighting  proposition  is  comparatively  easy,  for  there  we  can  with 
little  expense  place  our  lamp  on  approval  for  thirty  or  sixty  days,  dem- 
onstrating absolutely  the  candle  power  and  the  cost  of  obtaining  it. 

Scheme  No.  7. 

The  -  -  gas  arc  is  conceded  to  be  the  most  satisfactory  lamp  for  thp 
commercial  field,  that  is,  if  they  are  properly  maintained.  A  very  satis- 
factory way  of  placing  these  lamps  is  to  charge  $1.00  down  and  $1.00  per 
month  until  the  lamp  is  paid  for,  giving  free  maintenance  for  one  year. 
Then  charge  25  cents  per  month  for  this  service,  furnishing  all  material 
and  giving  a  thorough  cleaning  each  week. 

All  window  lighting  with  gas  should  be  done  from  the  outside  to  pre- 
vent the  sweating  of  windows  and  to  eliminate  the  necessity  of  g 
into  a  well  dressed  window  to  light  or  repair  the  lamp. 

Outside  arcs  should  be  sold  as  a  medium  of  advertising. 


NEW  BUSINESS  METHODS.  151 

THE  GAS   WATER   HEATER. 

By  MR.   D.   S.   GREENWOOD. 

Many  good  things  can  be  said  about  this  little  piece  of  modern  machin- 
ery. To  confine  all  into  one  it  is  only  necessary  to  say  that  no  home  is 
complete  without  it.  As  to  making  a  sale  it  comes  under  the  heading 
with  all  gas  appliances.  There  are  very  few  companies  or  salesmen  who 
work  on  the  same  plan,  although  they  might  all  make  a  success,  some 
more  successful  than  others,  because  their  plan  of  campaign  is  more  ef- 
fective and  far  reaching.  Advertising  places  the  water  heater  before  the 
people ;  illustrated  circulars  with  a  pointed  explanation  about  convenience, 
economy,  quick  results,  and  absolute  reliability  at  any  and  all  times. 
Heating  water  for  a  bath,  dish  washing,  wash  day,  or  for  any  purpose 
that  hot  water  is  ever  needed  for,  it  has  no  equal.  It  heats  only  the  water. 
Make  a  specialty  of  water  heaters,  call  it  water  heater  month,  and  give  a 
prize  to  the  representative  selling  the  greatest  number.  A  salesman  has 
not  done  his  duty  for  the  gas  company  or  the  consumer,  even  after  plac- 
ing the  modern  range,  grates,  lights  and  all  other  appliances  in  the  house 
until  the  water  heater  is  installed.  After  the  newspaper  advertising,  the 
mailing  of  circulars  along  educational  lines,  it  is  up  to  the  salesman  to 
close  the  deal.  The  salesman  knows  of  the  millions  of  water  heaters  in 
use  for  domestic  and  industrial  purposes,  a  point  that  should  convince 
the  most  skeptical  that  the  water  heater  is  economical  and  practical,  he 
should  feel  that  it  is  his  duty  to  his  fellow  man  to  enlighten  him  on  this 
subject,  and  if  active  he  should  have  no  trouble  in  placing  a  water  heater 
in  every  home  in  reach  of  a  gas  main.  Like  all  gas  appliances,  it  is  some- 
thing the  people  want,  but  they  don't  know  it.  With  reliable  patrons 
who  are  doubtful,  install  a  water  heater  on  thirty  days'  trial,  and  you 
will  never  have  one  come  back.  The  water  heater  with  the  gas  range  in 
connection  is  a  death  blow  to  the  coal  industry  for  domestic  purposes. 
Place  it  before  the  people,  educate  them  as  to  its  uses,  and  the  salesman 
who  knows  all  that  the  water  heater  will  accomplish  can  sell  it. 


152 


AMERICAN  GAS  INSTITUTE. 


Work  Day  With  You          No  Match  Needed 


J!!?tcr     Gas  Water  Heater 


Detroit,  Cit,y  Gas  Co. 


,  Sons,  261  Graiiot  Ave. 

Detroit  City  Gas   C< 


Hot  Suds 

Gas  Water  Heater 


DETROIT  CITY  GAS  CO. 

144.  230  Woodwirc 


cm't  Shrink          I*S£* 

There1!  somcthinE  attractive  about  a  hot  bath  and 
vn  children  won't  shrink  from  the  rcBu<ir  scrub  il 

Gas  Water  Heater 

Detroit,  City  Gas  Co.,       / 

„   5144,  MO  Woodward  Ave.   I 


How  Much         . 

Do  von  know  that  more   fuel  is  wasted  in    lyv    ''''><•  ''  ''*  4  ^*  4^ 

Hot 

heatingwaterthaninanyotherway!                     Kflfcfr     ^*& 
1        Have  yeu  thought  of  a  cheap  and  easy  way   1    ^>  fc/n        '\   '" 

1-  1  Vr  L 

to  get  hot  water  this  summer!    A  way  which    "«%  '''  '</,,.  ^J   /fc    'v  *-/ 

will  not  heat  the  room!                                                 **'\"*  <0      *rj^l  >v  '* 

Have  You  Thought  of     ^     ^  %  ;-  ^V   ^^j 

Water 

A  Gas  Water  Heater?" 

"b/  '       *V* 
°'^ 

This  is  the  easiest  and  cheapest  way—  the 

quickest  and"  coolest  way.     You  can  install  a  gas 

**(«,**  O 

water  heater  in  connection  with  the  old  system 

x.^ 

Do 

or   entirely    independent   of   it,    its   operation 
costing  as  little  aa  two  cents  for  every  25  gallons 

-••, 

of  hot  water  you  obtain.    You  can  get  hot  water 

anv   time,  any  quantity,  from  any   hot-water 

faucet  in  the  house. 

You 

The  gas  needs  to  burn  only  when  hot  water 
is  wanted. 
You  need  this  water  heater  if  you  want  a 

/****, 

Use 

one  can  afford  it. 
8ee  sample  at  your  nearest  dealer  or  in  our 

Price  $10.00 

£t«** 

^S3^ 

Daily? 

The  Laclede  Gas  Light  Company  11 

716  Locust  Street                      \                                      & 

If  You  Have 

:r    ,ha>  r,l  in  n,M  water  yon  will  appreciate  the  ralm 

Gas  Water  Heater 


Proof  From 


Warm  Spell 


Gas  Water  Heater 


Detroit,  City  Gas  Co., 


Ask  J.  L.  STENOEL,  330  Gntio,. 

M  S144.  DETROIT  CITY  GAS  CO  ISO  Wcod.arJ 


NEW  BUSINESS  METHODS. 


153 


ARE  "YOU 


CONVENIENT 


'HEAP 


Grand  Rapids  Gas  Light  Co. 


Familiar 

With 

A 

Gas 
Water 
Heater? 


If  One  Were  Placed  In 
Your  Home, 

Do  you  know  how  it  would  Krre  you? 
The  Ga  Water  Heater  is  an  appliance  which 
be  ised  in  connection  with  your  old  hot-water 
tern,  or  entirely  independent  of  it. 

But  two  or  three  minutes  after  lighting  this 
,ter,  hot  water  can  be  obtained  from  any  hot- 
water  faucet  in  the  house.     The  gas  needs  to  burn 
only  when  hot  water  is  wanted. 

You   cai 
nt  twenty 

In  May,  463  people  bought  Gas  Water  Heat 
.  Ask  any  user— every  one  will  advise  you  t< 
tall  a  Gas  Water  Heater. 

Price,  $10.00 


Don't  you  often  want  hot  water 
and  want  it  QUICK?  Do  you  know 
that  the  easiest  and  cheapest  way 
to  get  it  is  with  a  Gas  Water 
Heater. 

GAS  COMPANY 


FROM  THE  GLOBE-DEMOCRAT/^    A  JACK 


Io4  A.MKHICAX  (r.vs  INSTITUTE. 

METHODS   FOR   BOX   WINDOW    LIGHTING,   WITH    GAS. 

By   MR.   EARL   E.   Lrrz. 

Here  is  a  plan  for  box  window  lighting  which  we  have  found  to  be  very 
successful,  inasmuch  as  all  the  obstacles  common  to  ordinary  methods, 
such  as  heat,  sweating,  frosted  windows  and  inconvenience  of  maintenance 
and  lighting  are  overcome  without  disposing  of  the  small  light  units  so 
essential  in  effective  lighting. 

We  are  now  lighting  a  box  window  which  is  used  to  display  tailor 
goods,  4  by  8  by  8  feet  in  dimensions,  by  means  of  two  inverted  lamps. 
The  ceiling  of  the  box  window  is  about  a  foot  lower  than  the  ceiling  of 


the  main  building,  which  gives  the  necessary  room  to  hang  the  lamps 
from  the  outside  of  the  window.  In  the  ceiling  of  the  window  are  sawed 
two  fourteen  inch  circles  through  which  reflectors  are  fitted  level  with 
the  ceiling  on  the  inside  of  the  window.  Openings  in  the  reflectors  are 
large  enough  only  to  permit  the  inverted  lamps  to  pass  through  to  tho 
globe,  leaving  them  on  the  inside  of  the  window,  while  the  rest  of  the 
lamp  passes  out  of  sight  above  the  window  and  is  suspended  in  position 
by  means  of  a  pillar  cock  on  the  gas  supply  pipe.  The  gas  pipe  is  run 
from  the  meter  close  to  the  window  frame,  where  a  stop  cock  is  placed 
in  such  a  way  that  it  can  be  operated  by  means  of  a  key  from  the  out- 
side through  a  hole  in  the  window  casing.  Beneath  the  stop  cock  is  an 
adjustable  opening  from  which  a  small  brass  tube  which  acts  as  a  pilot 
leads  to  the  lamps.  In  order  to  clean  the  globes  or  renew  the  mantles, 
the  reflector  is  raised  from  the  inside  of  the  window,  when  the  globes  can 
be  taken  off  in  the  regular  manner.  The  mantles  now  in  use  have  been 
burned  for  six  hours  a  night  for  four  months  and  are  still  in  perfect 
condition,  so  the  maintenance  is  very  inexpensive. 


NEW  B'USINESS  METHODS. 


155 


BOOSTERS  FOR  PUEBLO,  THE  CITY  OF  PROGRESSION 


PUEBLO 


Or.  «.(..(  Boo.t.r  For 


Wld.-Aw.k.    M.rcH», 


r.^L.t    Booit.r   For- 
th* 
Ent.rprUI.vg  City 


NEW  GAS  ARC  LAMP 

POINTS  OF  EFFICIENCY  iiifllHBHMBB    POINTS  OF  ECONOMY 


Und.r  Niw  COD- 


SECOND  STREET  II  A  IOOITEB  F0«  PL'ESLO,  THE  CITT  OF  PROGRESSION 

PUEBLO  GAS  AND  FUEL  COMPANY 


GAS  ARC 


The  outside  GAS  ARCS  speak  for 
themselves    on    the    business    streets    o( 


Pueblo  at  night.  500  candle  power  — 
cost  less  than  2c  per  hour.  No  charge 
for  install 


they  become  broken,  keeping  lamps  clean 
and  in  repair,  turning  lights  on  and  off. 
May  we  install  them  for  you? 


Tueblo  Gas  and  Fuel  Co. 


15G  AMERICAN  GAS  INSTITUTE. 

Previous  to  the  installation  of  the  gas  lamps,  the  window  was  illu- 
minated by  means  of  two  electric  .arcbursts  each  having  three  sixteen  and 
one  thirty -t\vo  candle  power  lamps.  The  increased  candle  power  given  by 
the  gas  lamps  was  so  marked  as  to  cause  all  the  passersby  to  stop  and 
comment  on  the  volume  of  light  produced  by  "such  small  lamps." 

This  appeals  to  me  as  being  a  practical  method  for  box  window  light- 
ing from  the  standpoint  of  economy  to  the  consumer,  efficiency  of  light, 
artistic  decorative  effect,  giving  satisfaction  as  to  temperature  in  windows 
and  being  a  proposition  that  can  be  easily  placed  on  a  flat  rate  contract, 
as  the  lamps  are  governed  from  the  outside  cf  the  store. 


SIGN  AND  WINDOW  LIGHTING  WITH   THE  OUTSIDE  GAS  ARC. 

By   G.    W.    MINER. 

The  practical  efficiency  of  the  gas  arc  for  lighting  signs  and  windows 
has  been  thoroughly  demonstrated  by  our  company  in  the  past  few 
months.  The  gas  arc  with  its  brilliant,  steadily  burning  white  light  is 
especially  adapted  for  window  lighting,  and  to  popularize  this  method 
of  lighting  and  to  enable  the  consumer  to  reap  the  benefit  in  the  mo?t 


Colorado  Springs,  Colorado 

advantageous  manner,  this  company  began  pushing  the  Humphrey  out 
door  gas  arc,  on  flat  rate  contract,  midnight  cr  all  night  service,  with 
free  maintenance  and  turned  on  and  off  by  employes  of  the  company. 
The  wisdom  of  this  method  is  testified  by  the  number  now  in  use,  all 
giving  entire  satisfaction,  and  the  increasing  demand. 

For  sign  lighting  this  arc  is  unsurpassed,  and  enables  the  consumer  to 
light  whatever  sign  he  may  have  without  changing  same,  and  with  no 
inconvenience  to  himself.  As  example  we  are  now  lighting  two  signs  tluu 


NEW  BUSINESS  METHODS. 


The  Lion's  Share 

,,  ,„*  £rl  ,,  y^P 
Detroit  City  CM  Co 


MERCHANTS 


See  what  the  Daily  Journal  said  July 
37'  '9°5'  of  the  New  lmPr<>ved  Qas  Arc: 


If  You  Need  Light 

C^sArcUmp 


not  have  the  most  of  the 
light  for  the  least  money? 


B«L*H,         A  SUCGESSFULGAS  COMPANY 
MERCHANTS  OPINION 


Gas  Arc  La  nip 

Detroh  City  GM  Co., 


Gas  Arc  Lamp 


Detroit  City  C»s  Co.. 


H.  A.  PRESTON, 


(jL      ~^^a^-^ 


Detroit  City  Gas  Co. 


On*  Streets 

Gas  Arc  Lamps 

Detroit  City  Cu  Co., 


A  brilliantly  lighted  store  is  one  of  the  biggest   business  getters    a 
can  have.      Is  your  store  brilliantly  lighted  ?  If  not  let  us  initali  one  of 
plated  arc  lamps  in  your  store  on  trial,  and  then  convince 
If  you  ar^  unable  to  call  at  our  sales  rooms  phone  us  and 


merchant 
our  nicltle 
its  worth. 


The  Fine  line  of  Netlleton  and 
Armstrong  Shoes  displayed  in  the 
windows  of 

Foster  &  Gordon 

On  East  Main  Street 
It's  not  hard  to  find  the   place,  their 
windows   are   lit   with   GAS  ARC 
LAMPS,  the  most  modern  way   of 
lighting  windows. 

SEE    THE 


Gas  Com 


GAS  ARCS 

The  New  Light. 


JEFFERSON  CITY 
Light  Heat   and  Power 


A  Record 

^J§sArcUm^ 

Detroit  City  C.,  Co. 


158  AMERICAN  GAS  INSTITUTE. 

are  notable  cases.  One  upon  top  of  a  building,  the  other  upon  the  front 
of  a  building  twenty  feet  above  the  street.  The  transparency  sign  for 
the  gas  arc  is  also  engaging  our  attention,  and  is  causing  a  lively  interest 
among  prospective  consumers  in  that  line.  In  this  connection,  mention 
may  also  be  made  of  the  transparency  sign,  using  an  open  jet  light, 
lighted  by  a  battery,  which  has  been  in  constant  use  for  over  a  year,  giv- 
ing entire  satisfaction.  The  increasing  demand  for  this  outdoor  arc  for 
window,  sign  and  sign  lighting  argues  well  for  its  efficiency  and  future 
new  business. 


REPRESENTATIVES     PERIOD  OF  WORK. 

By  Ms.  H.  E.  MORTON. 

In  cities  of  from  10,000  to  50,000  population  many  gas  companies  are 
not  securing  all  the  good,  profitable  business  as  rapidly  or  as  economi- 
cally as  possible,  because  their  solicitors  are  employed  only  during  part 
of  the  year,  during  what  is  called  the  busy  season,  from  April  to  October. 
During  the  remaining  five  months  active  solicitation  is  discontinued.  The 
solicitors  are  dismissed,  and  when  April  comes  round  again,  it  is  found 
that  good  men  are  scarce,  and  when  they  are  secured  several  weeks  are 
required  to  familiarize  them  with  conditions  and  in  working  up  prospects. 

A  good  solicitor  can  secure  business  during  these  five  months. 

While  the  weather  is  inclement,  it  is  an  ideal  time  to  work  on  industrial 
fuel  business,  such  as  tailors'  iron  heaters,  steam  tables,  rivet  heaters, 
gas  engines,  etc.  It  is  also  a  good  time  to  work  on  store  lighting,  as  it 
is  easier  to  secure  the  entire  attention  of  the  prospective  consumer,  his 
own  business  being  light,  he  has  more  time  to  give  to  the  solicitor. 

After  January  1st,  when  the  weather  will  permit,  the  days  may  be  well 
spent  working  up  new  main  extensions  for  spring  work.  The  orders  may 
be  secured  and  the  hcuses  piped,  so  there  will  be  no  delay  in  connecting 
all  new  consumers  as  soon  as  the  main  is  installed.  The  shop  men  m;iy 
also  be  kept  busy,  and  there  will  be  less  spring  rush. 

If  the  solicitor  has  been  receiving  a  stated  salary,  he  may  be  paid  a 
salary  and  bonus  for  this  season  of  work,  although  results  are  more  sat- 
isfactory if  a  salary  and  bonus  are  paid  the  year  round.  The  bonus 
should  be  adjusted  according  to  the  revenue  and  kind  of  business  secured- 


Newspaper 
Afcuertistng 


OPINIONS  vary  on  the  wisdom  of  this  method  of  publicity,  but  for 
the  assistance  of  selling  domestic  gas   appliances  and  coke,  it  is 
conceded    (and  indicated   by  the   examples   here  presented)    that 
well-written  advertising,  made  interesting,  and  changed  often,  is  an  im- 
portant factor  in  the  work  of  securing  new  business. 

These  illustrations  suggest  hundreds  of  new  selling-arguments,  styles 
for  arrangement  of  advertising  copy,  and  schemes  that  have  been  used 
in  some  communities  that  are  applicable  in  many  others. 

Gas  advertising  has  materially  improved  within  the  past  year  and  ranks 
favorably  with  the  advertising  of  any  other  commodity  sold.  Much  of 
this  advertising  was  especially  designed  for  local  conditions  and  written 
by  men  connected  with  the  local  gas  companies  who,  already  having  the 
ability  to  sell  gas  appliances  by  personal  solicitation,  were  competent  to 
secure  results  from  printers'  ink. 


16? 


AMERICAN  GAS  INSTITUTE. 


GAS 

Be  up  with  the  times. 

3  Rooms  Piped  for 

*1-50  for  each  add.tional 
room  or  10e  per  foot  and 
fitting. 

Michigan  City  and  North 
•rn  Indian.  Qa,  Company 


We'll  Pipe 
Your  House 


For  Gas  at  Cost.  Complete  job 
including  fixtures 

$15  to  $25 

and  your  house  not  torn  up.  Let 
us  show  you  a  handsome  line  of  fix- 
tures at  little  figures. 

Save  gas  by  using  Welsbach 
burners. 

YPSILANTI  GAS  COMPANY 


716^^^^COMS 


E,  A  U  T  I  F 

Your  Home  or  Office 


Gas  or  Electricity 

Make*  the  homo  beautiful,  oheerful  and  bright.    Now  la  the  time  to  do 
your  piping  and  wiring  before  the  winWr  weather  «-t.  in.     T«tapb..m.  w 

United  Gas  and  Electric  Co. 

138-142  E.AST  SPRING  STREET 


NEW  BUSINESS  METHODS. 

For  Comfort  We  Need      ^ V0u 

.S 

LIGHTING 


163 


fti-feaL. 

^^ig|^f5£f 


EXTRA!  EXTRA! 


^»  Ftjf 
—  ** 


VatKG*5 


Here's  the  Gas  Range,  and  the  Man's  here 

too  bat  he's  kind  of 
modest  about  his  face 
appearing  in  print.  His 
face,  however,  is  likely 
to  appear  at  your  home 
almost  any  day.  to  tell 
you  about  the  Pleasure 
and  Economy  «f  Cook- 
ing with  Gas. 

You  will  find  Mr.  Root  a 
pleasant  gentleman  to  meet . 
and  you  will  enjoy  a  Un 


The  Peoples  Light,  flea!  &  Power  Co. 


164 


AMERICAN  GAS  INSTITUTE. 


aEW  DEPARTURE  IN 

CAS  STREET  LIGHTS 

!      Th.  Fr.nk  aoMnt  «or*  h.vf  uk«n 
- 


•  . 


//  w  «zjry  to  i:  v:'.., 
^4«i/  mz</  #/  night  • 


If  you  will 
let  us  pipe 
your  house 


Binghamton  Gas   WorKs 


*%£' 


ARTIFICIAL  SUNSHINE 

IT  MAKES  YOUR 
STORE  BRIGHT 

AND 
ATTRACTIVE. 


Let  us  tell  you  about  our  specia 
offer  on  gas  arc  lamps;.  We  havt 
convinced  others. 


Look  at  this  list  of  recent  installations. 
There  must  be  something  in  it.  you  say.  Well, 
just  look  at  these  stores  when  lighted  and  you 
Will  understand. 

A.  T;  Provopolin,  815  Central  ave  ,  1  lamp 
A.  U.  McQijilkeu.  817  Central  ave  ,  f>  lamps 
C.  P.  BwhtH,  l.'i  Smith  Seventh  St  ,  •_>  lamps. 
Model  ClotbinR  Co  .  17  South  Sixth  at  ,  4  lamp* 
C  T.  Xeborf.  H  South  Sixth  St.,  1  lamp 
Friemnn  &  MOONk,  10U  South  Sixth  St..  •_'  lm,,|..- 
Strow  Cigar!  Co.,  MS)  Central  Ave..  !)  l.nnp* 
S»ckett<fe  Haire.  M6  CVntrul  AvV,  1  lamp 
Welliqeton, Billiard  Hall,  520  Central  Ave  .  4  lamps. 
C.  M.  Rude-ill,  002  Central  Ave  ,  3  lamp* 
Wonlworth  Co..  706  Central  Ave..  1  lamps 
T.  F.  Tad.  810  Central  Ave  ,  2  lamp? 
.John  Xennia,  828  Central  Ave..  2  lamps 
Kt-Bslor  Clothing  Co..  Central  Ave.,  7  lamps 

A  telephone  or  postal   will  bring  our  repre- 
sentative to  you. 

Fort  Dodge  Light  4  Power  Co 

Purveyors  of  Artificial  Sunshine, 


Light  Your  Homes 

Not  with  old  fashioned,  ill-smel- 
ling Kerosene  Lamps,  which  are  for- 
ever a  source  of  danger  on  account  of 
explosion,  but  install  modem 

Gas  and  Electric  Lights 


See  that  your  houses  are  either 
piped  for  Gas  or  wired  for  Electri- 
city and  you  wiH  enjoy  safety  and 
comfort  at  a  nominal  cost. 

Phone  and  our  representative  will 
call. 


The   Montgomery   light   & 
Water  Power  Co. 


R.  J.  Chambers.  Vice-President  and  Gen'l  Manager. 
in  Dexter  Ave.  Phone  309. 


USE  GAS 

With  the  Sunshine  Lamp  your  light  wilt  coat 
i  one  tentb  of  a  cent  per  hour,  per  burner. 

Cooking  and  Heating  Stoves 
at  Reasonable  Prices. 

We  also  keep  a  complete  line  of  Fixtures  Chan- 
deliers, Drops,  Pendants,  Mantles,  and  etc. 

Wilton  Burners  and  Repairs. 
Hk/mohrey's  4  and  5  Mantle  Arc  Lights. 

Southwestern  Machinery  Co. 

209  E.  Main  Street.  Both  Phones  33o 

WEBB  CITY,  MISSOURI. 


NEW  BUSINESS  METHODS. 


165 


S^4.^r^ 

^  .T^£55 

*  -r*t  ft.    g*  **»•*  - 


*•"£*•'  'S^i&'fc            ;«d»c.7na'v^lf"~-,ho"7cU7;ku"t-  ^7""=^^.  ]£«. 

^s&tefgsSs,           ""  "°h""e  b"' in  -°-'           ^  :„:  *V^?52*^ 

SSjS?^;^* ^IL    £i£SS£xr'"k'2 '   v^;  ^^-^^sSSi? 

tl*  °i,'o^«lf  °1*'»i»t>'"****        BOSTON  CONSOLIDATED  GAS  COMPANY,  **  ^5t5t*M  Ioo  , 

5°""'     ,,  .»'"**4  ("'  ""'•        T.L..-0..  ,.« B.,0.0.  ,_                                   2.    WHI    »T««T.  "°"«  to  ^        '*"»  »C*T^'    O"ri«s 

'°^,W«-     "         .-..^K-            .  fo,.,          ^W-                 ^"»««ri_S 


ANOTHER    REDUCTION    IN    PRICE. 

85c  Oaa  After  July  1, 19O6. 

EFFECT  OF  SLIDING  SCALE   "^  ^^^'"f,'^°^  ^^Tji.""  SU*1*16* 

PARTNERSHIP  PRINCIPLE  The  pnncipl.  of  the  hJl  ^i,  to  pro.Me  fo^the^PuWic^maximu^ 

e.ramV'.Ti'hThrrc'd^cl.on.   ,1°^"  The  P^"»d'0|h!r''c^p*!!x 

85.  GAS— 15*  REDUCTION  Al   e.Klenc.   of  the  effecl  of  Ihb  putlI<T>t£  ^^^^J^ 

^,«^^^°l£c*?#,^^L^p\!^,£ 

IMPROVED  SERVICE  ^  '""JJ*^'^  '^,^l'"JSj^:^laT'^^n"'^m^ 

FAVORABLE  COMMENTS  ''  '"  ".''  8™'ifyi"8  10  '^"""p^f .i'lo."''^  'SOOQ'^^^ 

ACKNOWLEDGED  cOlTriol"ci' m  ™7  cfd^c  t^"  umfactorr^ervice       We  are 


BOSTON  CONSOLIDATED  QAS  COMPANY, 
Telephone  169O  Oxford.  ™  West  Street, 


166 


AMERICAN  GAS  INSTITUTE. 


JMESLJOLLIFICATION        2 

3 


DO   IT 


INEXPENSIVE..  LIOMT.  OUR? 
PROPOSITIONS  FOR  FITTINGV 
*RE  •<>  REASONABLE,  ANofc 

™™* 


ORD  TO  BE  WITHOUT  IT. 

Ottumwa  Gas  Light,  Heat  &  Power  Co. 

Phones  101.          Elk  Baildini.          IDS  S.  Green  St. 

WHY  FOR  NOT  USE, 
USE   GAS.. 


Jones'  Jollification 

Jones  give  a  par(y  last  night.  The  guests 
Jried  to  play  "1  spy,  but  the  lights  were  so  bright 
that  everybody  "spk-d,"  and  ttiey  had  to  turn  out 
the  gas  and  play  m  the  afterglow. 

Jones  is  mighty  glad  he  took  advantage  of  our 
speciil  pipe  and  fixture  ofier. 

BINGHAMTON  CAS  WORKS 


Jones'  Jollification 

and-kell,  the  fire  department   was  called   upon   to  «rtln 
guish  a  slight  blaze. 


' ,!;'"'""      *       I  Jones  got  pretty  busy  thinking  »bo«l 

.,„.'- LiKi.t  r*n       «        ture  oDer  then. 


j 


ftinghamton  Gas  Works 


s.TSs.-asrHS1! 

rs?£'i^^»!'"fi- 


Mahanoy  City  das  Co., 

First  National  Bank  B'ld'K, 
A.  E.  Bolms,  HEr. 


K 

Ar.  Businessman 

S 

GAS  ARC  LAMP 

jfoa. 

p«r 

tt.«y 

.•tact 

Flint  Gas  Company. 

r»-s^« 


NEW  BUSINESS  METHODS. 


167 


PROMOTE 

The  Nat  interests  of  Salt  Lake  City  by  identifying  yourself  at  one*  with  THB 
NEW  Q  A3  COUP  ANY.  We  are  spending  an  enormous  amount  of  money  is  the  con- 
struction of  a  first-class  modern  plant  and  system  of  mains,  in  order  to  give  the  belt 
possible  service.  We  will  be  prepared  to  do  all  cooking  and  lighting  better  and 
cheaper  with 


GAS 


THAN  YOU  CAN  DO  IT  BY  ANY  OTHER  METHOD. 

The  work  of  installation  is  being  pushed  forward  with  all  pouible  speed,  i 

as  the  mains  are  laid  in  the  streets  we  follow  with  a  force  of  mm  who  < 

pipes  into  the  houses.  It  will  facilitate  matters  greatly  if  we  can  have  your  applica- 
tion NOW,  so  we  will  get  all  of  these  extensions  laid  into  the  buildings  this  fall, 
5  being  laid.  You  do  not  need  to  spend  a  cent  until  gas  is  ready  to 


UTAH  G AS  <&  COKE  CO. 


THE  NEW  COMPANY 


OFFICES  61-65  MAIN  ST. 


PHONES  4331 


V  'ghtest  Light 

-ax- 

Lightest  Price 


..GAS  BURNERS.. 


Incandescent   Gas    Light 

Cheaper  than 

^Coal  Oil 


$8.90 


Comparative  Costs  of  Coal  Oil  v».  In- 
candescent Gas  Lighting:. 

In  the  following  estimate  we  have  taken  an  average  of  five  to 


-IFOR  30  DAYS  ONLY 

We  will  pipe  four  rooms 
furnish  and  hang  ready 
for  use  four  neat  gas  fix- 
tures for  $890.  See 

ITHE  COMPANY 


$8.90 


Ga,  Co. 


THE  LIGHT  THAT 
ILLUMINATES 


imp 


This  is  the  cheapest  and  best  light 
,on   the    market    for   store    lighting.^ 
You  have  no  cleaning  to  do,  no  mi 
tels  to  buy,  no  minimum  charge. 

Give  us  the  order  and  we  do  the 


Sioux  City  Gas  and  ^J 
Electric  Co. 


168 


AMERICAN  GAS  INSTITUTE. 


A  HUMPHREY  GAS  ARC 

Represents  AM  That  Is  Desirable  in  Ughtmg 

This  is  abroad  assertion,  but  took  at  the 
merchants  who  are  using  Hum,  and  judge 
To  yourself.  5oo  actua,  [not  a  ficuc.ous 
2000)  c  p  at  an  actual  cost  of  between 
l^and  2  cents  per  hour.  The  most  o 

t  for  the  least  money.  Ft 
for  the  arc  man. 


GOOD  REASONS 
AGAINST  GOOD 


The  Great 
Illumination 

On  Washington  Ave. 

Is    Caused    By    Five    of     the    New 

Humphrey 
QasArcLamps 

In  Front  of  the  NewAlvaradoTheater 
INQUIRE  FOR  INSTALLATION  TERHS. 


OMPANY 

Bill  Phone  76--»alley  Phone  (W^,  Bei?Nione  76-»all8»  Phone  1033. 


NEW  BUSINESS  METHODS. 


169 


Chicago   Heights  Gas  Company 

Office  Open  Evening. 


Four  Leaders  of  the  40O 


Gas    Ranges   We   Are  Going  to  Sell   to  Chicago   Heights   People 
This   Season—- 


CHICAGO  HEIGHTS  GAS  CO 

1616  Otto  Blvd. 


170 


AMERICAN  GAS  INSTITUTE. 


Overcome  By  Meat? 

Get  A  Gas  Range 


Gas  Ranges 
$15  Cash 
Or  $16 
S3  Down 

$1  Monthly 


Many  *  womin  has  bte-i  OVERCOME  BY  HEAT  in  the  kitchen  because  «he 
persisted  in  using  the  suffocating,  labor  and  dire  miking  coil  stove.  Tnere  u  NO 
REASON  for  not  putting  in  »  COOL  GAS  RANGE,  which  COSTS  NO  MORE  TO 
RUN  ihan  it  does  to  run  a  coal  stove.  Two  more  hot  months  are  still  to  come,  and 

The  Knoxville  Gas  Co.    Both  Phones  99. 


NEW  BUSINESS  METHODS. 


171 


To  the  Citizens  of  Pueblo 

From  The  Pueblo  Gas  and  Fuel  Company 

OF  SPECIAL  INTEREST  TO  EVERY  CONSUMER  AND  PROSPECTIVE  CONSUMER  OF  GAS 

Save  this  part  of  the  newspaper  and  keep  it  for  future  reference.    Interesting  and  profitable 
information  for  you. 


We  wisSto   emphasize   our  desire   to  give  satisfaction  to  every  customer  on  our  books. 

If  you  are  in  trouble  or  in  need  of  information  and  have  not  seen,  our  representative,  don't 

wait  for  his  second  visit,  but  send  for  him. 

Pueblo  Gas  and  Fuel  Company 


Ironing  With  Gas 

The  irons  may  be  heated  just  right— not  too  cold  one  rrcnute  or    o  en  ^  ^  ^^  ^^  ^  5tove  musl  ^  us£(j 

;fA^rotn^^^ 


j 


Pueblo  Gas  and  Fuel  Co, 


172 


AMERICAN  GAS  IXSTITTTK. 


HAVE  YOU  EVER 

COUNTED  THE  COST? 

By  adding  to  your  coal  bill  the  cost  of  removing 
the  ashes,  the  extra  soap  necessary  to  remove  from 
your  curtains  that  oily,,  bituminous  grime,  the  extra 
sweeping  and  dusting  neces- 
sary to  overcome  the  dingi- 
ness  in  the  appearance  of 
your  walls  and  ,fl«x>r  cover- 
ings, all  due  to  that  antiquat- 
ed coal  range  in  your  kitch- 
en? If  you  have  you  have 
found  that  you  are  losing 
dollars  annually  and  time  and 
patience  daily,  all  of  which 
could  be  avoided  by  getting  a 
gas  range,  an  up-to-date  appliance  without  which  no 
Kitchen  can  be  considered  modern. 

II  you  have  an  argument  against  it  come  and  tell  us.  Maybe  there's 
something  you  haven't  learned  about  gas.  Phone  if  it's  more  convenient, 
but  a  visit  to  our  show  room  will  prove  more  interesting  and  instructive. 

BOISE  GAS  LIGHT  CO. 


WITH  THE  THERMOMETER 


in  thru  figures  it  certainly  isn't  pleasant  to  handle 
hot  lids  and  face  bu-ning  coals  in  an  already  over- 
htaltd  kitchen. 

No  doubt  many  people  allowed  their  fruit  to  rot  or  to 
spoil  in  its  preparation  rather  than  to  contend  with 
the  furnace  like  temperatures  of  their  coal  stoves. 
Their  neighbors  with  the  Gas  Range  took  things 
coolly— canned  their  fruits  without  any  unusual  incon- 
venience or  exertion,  and  are  happy  in  consequence 
despite  the  weather. 

Don't  think  that  Ihis  hot  spell  is  only  temporary,  (he 
weather  man  says  otherwise,  and  from  his  previous 
records  and  experience  he  ought  to  know. 
There  should  be  no  special  lime  for  Gas  Ranges.  You 
will  find  them  seasonable  at  all  times.  II  you  haven't 
made  up  your  mind  as  to  what  ycu  want  in  this  line. 
come  to  the  office  and  we  will  help  you  out  in  a 
selection. 

No  better  counsel  can  be  given  to  the  housewife  trun 
an  earnest  recommendation  to  acquaint,  herself  thor- 
oughly with  the  principles  of  .  Gas  Range.  She  will 
be  amply  rewarded  when  her  eyes  become  opened  to 
the  greater  scope  available  as  compared  with  any  other 

BOISE  GAS  LIGHT  CO. 


Let  Us  Shovel  the  Coal 

and  Cart  Oat 

the  Ashes 


YOU  Swelter 

•JLU-elfa.,  v...-. 


This  is  hot  work  for  a  summer's 
day,  tent  it? 

0,   your  household   duties.     Yo< 


Boise  Gas  Light  Co.,jM 

BOTH  PHONES 


A  Sign  of  the  Times 


THE  new  Bplgra- 
via  Fins  on  Main,  be- 
tween Fourth  &  Fifth 
streets    in    this    city    wiD    be 
equipped  with  20  Gas  Ranges 
—some  are   already   installed. 

modem  In  their  ideas,  versed  by 
reason  of  their  long  experience 
in  ill  that  best  meets  i  desira- 
ble tenant's  wants.  Mean- 
while,  they  protect  their  prop- 


Boise  Gas  Light  Co 


ONE  HUNDRED  AND  THIRTY  YEARS  AGO 

^^  your  ancestors  declared  their  independence.  Why  don't  you 
do  the  same  today?  -Their  tax  was  no  more  burdensome  than  rhs 
tax  you  impose  upon  your  health,  strength  and  pocketbook  h\  using 
that  hot  old  coal  range.  Declare  your  independence  from  the  coal 
man.  the  scavenger  and  that  autocrat  of  the  kitchen,  the  sen-ant  girl, 
by  getting  a  gas  range  and  living  in  freedom  and  comfort. 

Our  service  is  reliable,    up-to-date   and  economical,  our  ranges 
the  best  made  and  our  terms  easy. 


BOISE  GAS  LIGHT  CO. 


BOTH   PHOM.s 


1100  MAIN  STREET 


NEW  BUSINESS  METHODS. 


173 


Boys!  Boys!  Boys! 

And  Girls,  Too? 

Free  BatHin,  Suits  W^t  tO  Go  tO  Ae  GfCUS? 


ONE  SUIT  FREE 


PEORIA  CAS  CO 

•Ot  «  rtlTMSOX 


Now  Get  Busy  Right  Away 

Yonr  motitr  nwdi  the  itove  and  we  want  yon 
to  jo  to  the  drcni.     Tell  ber  the  may  ha»e 

A  Whole  Year  to  Pay  for  the  Stove 


Peoria  GasCo. 

ARE  YOU  USING  KEROSENE? 

IFSO 
^  WANT  YOUR  LAMPS 

FOR  AN  EXHIBIT. 


Get 

TtyeJWinv 


5  Rooms  *?  5  Rooms 

FOR  $J3.25  ^ 


PEORIA  GAS  CO. 


...:.:.:££"M''' 


Unkle  Jo  Canon 

Will  Hav 

to  get  a  hump  on  h.tnself  or  the  bed  of  the  Na- 

of  faml.es  and  who  propose,  to  revi.  our  spellin. 
will  be  to  strenyus  for  him.  and  Unkle  Jo  ,. 
l.ahle  to  hang  fire  when  the  nominashun  for 
President  comes  along. 

To  be  sur.  Unkl.  Jo  ha.  bad  a  scrap  w.tb 
the  Hous  of  Representatw.  about  the  admishun 
of  Oklahoma  and  told  Gompers  where  tie  ot  to 
git  off  and  go  way  bak  and  sit  down,  but  if  he 
expects  to  be  poplar  witb  the  Amer.kan  peple. 
he  should  git  up  in  the  morning  and  advise  ev- 
erybodie  to  cook  only  with  gas.  bekau,  gas  is 
the  cheapest  fuel  tor  cookm.  and  ekonom.e  is 
tKe  rode  to  welth. 

If  you  will  call  at  126  E.  Mam  Street,  you 
will  f,nd  an  endle,  vanet.e  of  appliance,  for 
carryin  on  your  domestic  aience  wot  It.  Kome 
early  dhd  often  an<*  3«  wKat  is  t>«t  {or  an  up 
to  date  WW  ^  v 


£?!-  »»^rii'V«"5^2Ii>°I . 


Cool  and  Contented  i 

You  Surely  Would  Like  to  Be 

GAS 

Means  Cool  Homes 

90c  GAS 


Means  the. Most  Economical  Fuel 
Is  More  Economical  Than  Ever 

CooK  With  Gas 

And  Have  the  Benefit  of  the 

New  Rate 


Jackson  Gas  Company,! 


260  EAST  MAIN  ST. 


174 


AMERICAN  GAS  INSTITUTE. 


Is  Yo«,  House  Piped  for  Gas?  ^  ^ 

100— SPECIAL— IOO     <*-  —  Sale 


$13.25 

AND  GIVE  YOU  ,o  MONTHS  TO  PAY  FOR  IT 
This  is  ,  specUl  offer  and  applies  to  any  house  located  alone  the  line 
We  shall  be  pleased  to  lumish  any  further 


«»  "*«•  »«  rw  „,  buftfln, 


PEORIA  GAS  COMPANY 

125-127  N.Jefferson  Ave. 


We  olfcr  as  a  special  bargain  a 
number  of  Second  Uan.l  Ga. 
Kanscs  at  extremely  low  prices. 
Do  not  miss  thi*  o: 
acquiring  a  Ranst  at  nomini!  cost 
Sale  begins  Monday.  A 


Montgomery  Light  &  Water  Power  Co, 

R.  J.  CHtieUS.  KM-ftwM  «  tWd  IM|«. 


WANTED-AT  ONCE 

ALL  THE  OIL  LAMPS  IN  PEORIA 

Any  old  kind  of  an  oil  lamp  goes  — — 

For  the  Next  JO  Days 

we  will  accept  your"old  oil  lamps"  as  part  payment  on  each  order 

for  the  installation  of 

GAS  PILING  AND  GAS  FIXTURES 

in  any  house  located  along  the  line  of  our  gas  mams 

For  the  Next  JO  Days 

we  also  offer  to  pipe  your  house  and  install  neat, 
modern,  up-to-date  ^as  fixtures-complete,  ready  to  light,  in 

5  Rooms  for  $13.25 

$3.25  with  order— $1.00  per  month.  10  months- 
and  we  will  take  your  "old  oil  lamps"  as  part  payment 

AN°  LISTEN  FURTHER 

Prices  on  gas  stoves  reduced  10  to  20  per  cent  «=— » 
$1.00  monthly  payment.v-Free  connections 
To  take  effect  Monday,  July  16 

Cook 
With  Gas 


SI.OO 
A  Month 


Free 
Connections 


IT  IS  CHEAPER  TO  COOK  WITH  GAS  THAN  WITHOUT 

PEORIA  GAs"  COMPANY, 

125-127  N.  Jefferson  Ave. 


V/E  HAUL  CAS  STOVES 

rffiVESTOPf  [DIN  FRONT  OF 
TfOGR  HOUSE  YET? 


NEW  BUSINESS  METHODS. 


175 


The  Four  Prize 

Winners  of  the  Gas  Contest 

The  Following  are  the  Four  Best  Letters  Which  Took  the  Gas  Prize  Money: 


MRS..A.  KRONKOSKY 


BRO.    GEORGE   MICHAEL          MRS.  JOHN  W.  ROGERS 

St.  Mary's  Colleje  210  Lexington  Avc. 


B.'E— .-. 


MRS.  D.  E.  KOPPEL 


The  San  Antonio  Gas  &  Electric  Company  wishes  to  express  to  its  many  consumers  who 
took  part  in  the  recent  gas  contest  its  hearty  appreciation  of  the  many  interesting  points 
their  letters  contained. 

To  those  who  did  not  win  prizes,  the  Gas  Company  will  send  by  mail  a  souvenir  of  its 
appreciation. 


$13.00 


GAS  COMPANY 


176 


AMERICAN  GAS  INSTITUTE. 


The  following  is  a  list  of  your  friends  and  neighbors  who  have  purchased  Gas  Ranees  from  us  during 
I   (May,  1906     If  you  haven't  a  Gas  Range,  or  it  your  Gas  Range  is  small  or  old    better  see  our-  line  of  modern 
ones.  GRAND  RAFIDS  GAS  UGH  I  COMPANY. 


In  addition  to  the  following,  we  have  connected  150  Gas  Ranges  sold  by  dealers  during  May. 


Green  and  White! 


When  House-Cleaning     THE  colors  chosen  by  the  Board  of  Control  for 
the  coming  Irrigation  Congress  could  not  ber 
more  significant-  the  white  for  cleanliness,  the  green] 
for  coolness.     Doesn't  the   very   thought  of  them1 
make  you  feel  comfortable?     But— 


W0uld,tnotbe 
l.m<-  to  figure  on 


Boise  Gas  Light  Go. 

llth  6  MAIN  STREETS.     BOTH  PHONES 


NEW  BUSINESS  METHODS. 


177 


GAS    WINS 

EVERY   TIME 


STOVE  IS  4  PE/)CK  ? 
COOKED  THE  WHOLE 
TO  P4Y  Ift 

We  Sell  the  "Hurry-up"  Kind.    $1.00  a  Month 

PEORIAGASCO.  " 


te.. 

COMPANY 


125  N.  Jefferson  Ave. 

WILL  YOU 

Sell  us  your  old  Water  Heater; 


Suburban  Gas  Company, 


GASSTOVE&    $1.00  A  MONTH 

MORIAGASCO.  "i^N.  Jefferson  A- 


G»  B..g'e  »«] '  >"  "« f' ,"CE  ^  '.'  Vf»"l  •"'•""   SV*"™ 

BR^ni5S£SISj«ai 


178 


AMERICAN  GAS  INSTITUTE. 


PEORIA  GAS  CO.      '^N-W^A 


\i:\v  BUSINESS  METHODS. 


179 


*000    CUBIC    FEET    OP    GAS 

WILL  TILL    A  ROOM 

'we    Arc  Giving    Away 

LOOK  AT  THIS 
No.   148  "Chlca 


COOK 


YOU 

CANT  KEEP   COOL 


GAS 


1G   A   S 


^ 

3  ;eo 


Month 


Co. 


fhis  hot  weather 
going  all  the 


WE  SELL 

$20  JEL  $20 

EASY  (jl  |f  EASY 

PAYMENTS.  fj     ~\\  I        PAYMENTS. 

.  Jr      4T       l  r 

Detroit  Jewell 


mat  v. 

all  the  time— it's  killing  to  try  it. 
have  sold  over  1000  Gas  Ranges 
caspn,  and  now  want  to  sell  another 

1000 

Our  proposition  is  this:  You 
come  to  our  show  room  and 
select*  Gas  Range  (any  one  you 
wish)  pay  us  $5.00  with  order, 
and  the  remaining  difference  you 
may  pay  $3,00  each  month  until 
Gas  Range  is  paid  for. 

Now,  if  there  is  no  gas  service 
pipe  in  your  house,  don't  imagine 
you  are  going  to  be  put  to  an 
additional  expense ;  we  run  that 
pipe  Free!  Free!!  Free!!! 
from  the  gas  main  in  the  street  to 
your  Gas  Range  in  the  kitchen. 

Other  companies  make  you  de- 
posit from  $3.00  to  $5.00  for 
a  gas  meter;  we  give  you  one 

FREE  OF  COST 

COOK    WITH    GAS 

The  cheapest  and  best  fuel  on 
earth  ....  Come  and  see  us. 


Houston  Gas  Co. 

604  Main  Street 


They  all  are,  but  this  one  with  its 
elevated  oven  Is  particularly  so. 
No  stooping  and  easy  access,  of  baking 
and  broiling  become  one  round  of  pleas- 
ure, and  meal  time  can  scarcely  come 
fast  enough. 

GAS COMPANY. 


Gas  Range  »•-- 
,»»**»«»  $i  3.5O 


180 


AMERICAN  GAS  INSTITUTE. 


THIS  IS  GAS  STOVE  WEATHER 

Going  to  Buv  TWs  Season?-- 

GIVE  YOU  ONE  YEAR 


To  Pav  for  This  One 


COOK 
WITH 
GAS 


$13.60 


TOOK  F°r  St>  UnUke  a  Coal  Stove'  nee<is  oo  bin 
%»VlTU  °r  Shed'  requires  but  one  stick  of  kind- 
WITH  lins.-  -a  match. 

GAS  CALL  AND  SEE  OUR  SAMPLES. 

QUINCY  GAS -ELECTRIC  CO, 

Teleshone  44.  .•,-,  Mjil..  ,,„.. 


SI.60  Do.--Sl.00  »  Mo.ll.~i2  «on, 

Connected  in  kitchen-Free 


Springfield  Gas  Light  Co 


NO  WASTE. 
HEAT 

With  a  coal  fire  you  can't  help 
routing,  to.'  yo«  have  to  heat  the 
whole  of  the  stove  before  you  can  use 
a  part  ol  it.  With  Sas  you  can't  waste 
unless  you  deliberately  do  so.  You 
need  use  but  the  portion  you  want. 
One  jet  may  be  used  without  heating 
the  rest  of  the  range.  That's  how  you 
saw  u'i's  and  cash.  One  foot  awa) 
from  the  iras  jet  it's  cool-a  proof  thai 
you  get  your  heat  where  you  want  i 
a-.l.nowhei-e  else. 

Cook~With 

GAS 


Free  Gas = Free  Gas = Free  Gas 

SPECIAL  UNTIL  AUGUST  10 

Two  Thousand  <2,000>  Cubic  Feet  of  Gas  Free  With 

Catch  Stove  Ordered  and  Installed   on  or  Before  August  10 

Do  Not  Wait  Until  Next  Week— Order  Toda.y 

Here  Are  a  Few  of  the   Stoves,  a-nd   Here  Are  a  Few   of  the   Prices 
No   Charge   for  Connections 


$13.60 

Tint  Payment— 11.60 
11.00  a  Month— 12  Months 

This  Offer  Applies  Only  to  Stoves  to  be  Connected  in  Houses  Located  on 
Streets  in  which  Our  Gas  Mains  Are  Now  Laid. 

TELEPHONE  US  (MAIN    177'  :   WE'LL  SEND  A  MAN   TO  TELL  YOU   ALL  ABOUT  IT 

SPRINGFIELD     GAS     LIGHT    CO.       FIFTH  ^CAPITOL 


If  Breakfast  Is  Needed  In  a  Hurry 


'COOK    WITH  GAS 
\    ELECTRICITY 


Trlrphonr,  B.I1  323  Home 
nrooin  SI.  Friicii  ind  Wn«r  S 
OttK  F«OM  I  A.  «.  UMTIL  I  T  M. 


NEW  BUSINESS  METHODS. 


181 


Cook  With  Gas 


sts*  rs.r  /TcS1^ 

SbS^f'aO    fnn 
yS&*~*  *U/1 


THE  GAS  COMPAQ 

l^rOWERAYB,  SCPER10L 


182 


AMERICAN  GAS  INSTITUTE. 


Do  You  Ever  Go  Home 

from  your  work  and  find  your  poor  wife  fretting  and 
fuming  simply  because  the  old  wood  range  refused  to 
work,  then  find  you  had  to  sit  around  an  hour  or  so 
waiting  for  something  to  eat? 

This  trouble  can  easily  be  avoided  if  you  buy  a 

GAS  RANGE 

AND  COOK  WITH  GAS 

Gai  Ruga  Mil  for  (cash  or  installments)  $16.00 


Amount  Down  $5.00 

Per  Month $3.QO 

Until  $16.00  has  been  paid 


Houston  Gas  Co. 


*°*  MAW  STREET  BOTH  PHONES  70  HOUSTON,  TEXAS 

WE  WILL  BE  "DELIGHTED"  TO  HAVE  YOU  CALL  AND  SEE  OUR  SAMPLES 


Sally  andJ_Are  Out 


I  Detroit  Jewel  Gas  Range 

_jj        Lcokswellinth,  •»»»*** 

•     Kitchen— Keels  bet- 


ZSSzJ^Z "'  Z I Your  Extremity          i  ie  ;K  r; 


am!    lo.lc    it 
Lt   us    send 


SACINAW  CITY  CAS   CO.;  With 

I  Gas 


NEW  BUSINESS  METHODS. 


183 


••»•"•  s*  A^    GBl     ^^ 

N  ANTONIO  Ge^ 

TDflllQI  C   Tfl 

HoOSOis 


aass=j= 


184 


AMERICAN  GAS  INSTITUTE. 


GAS  RANGE 

Itfh  MM  i.  o.  -  an«ii»  SMWv.  c*.rl> 
Sioux  falls  6as  Li<ht  Company. 


You  Know 


>:WHAT  QAS  COSTS: 


Burn  Gas 
For  Cooking 


^&?$« 


Detroit  City  Gas  Co. 


XOUe.n  figure  all  that  time 
required  in  cutting  kindlme. 
preparing  the  lire,  carrying  out 
ashes,  as  saved  when  you  burn 
Ga.-just  turn  it  on-light  it 
—that's  all  there  is  to  Gas- 
simple  as  can  be. 

Sacramento  Electric,  Gas  and 
Railway  Co. 


NEW  BUSINESS  METHODS. 


185 


4  of  Every  5 

Households  in  Chicago  Heights 

COOK  WITH  GAS 

If  you  »re  not  ilreidy  equipped  for  this  modern  fuel.    There  ire  i 
hundred  reison,  why  you  should  be.    If.  easy. 


suit,  and  connect  them  free  • 


CHICAGO  HEIGHTS  GAS  CO. 


Q  BREAD 


IS  IDEAL,  WITH  GAS 


v^^w^«--v— '  Y 

You  can  bale  a,  tine  bre,J  { 
a.  your  neighbor,  if  you  do,,  \ 
she  is  Joing-'Cook  with  Gat.  \ 
Ga,/i  uniform  :a  hear- glr-  < 
ing.  Doesn't  rely  on  era!*,  no, 
.change  of  wind,  ffsr  the  vartou* 


tame  always. 

It  bakes  bread  to 
Got*  that  line  col, 
particular  cooks  like: 

time  the  range  tc  th 
Don't  hare  to  be  w. 
frequently,  as  you 
vou  cook  with  coal. 


Sheboy  an 
Light  Company, 

Robert  Young,  Manager. 

Phone  154.  618  N.  8th  St 


Some  peoplo  expect  a  Gas  Range  of 
standard  size  to  do  all  the  work  that  a 
mammoth  coal  range  would  do.  That's 

hardly  fair,  is  it? 

Still  other  people  look  upon    a   stand- 
ard Gas  Range  as  a  side  issue,  an  ad- 
junct not  to  be  treated   seriously.     So 
they   do  most  of  their  work  on  a  coal 
ranj?'.     A  good   Gas  Range    will  do 
everything  a  coal  stove  can  do,  only 
better,  quicker  and  cheaper. 
If  your  Gas  Range  is  taxed  to  the  ut- 
most, because  you  have  a  large  family 
or  because  you  do  lots  of  cooking,  you 
will  be  greatly  interested  in  this  now 
Double  Elevated  Oven  Gas  Range. 
We  have  sold  many  of  these  Ranges  in 
Pueblo  aud  from  the  owners  of  every- 
one come  the  most  enthusiastic  com- 
mendation.    Visit  our  salesroom. 


THE  PUEBLO  GAS  &  FUEL  CO 


It  is  adequate  to  supply,  and  docs  supply 
Good  Gas  at  Good  Pressure.  You  find 
Gas  Cheapest  and  most  satisfactory— 


186 


AMERICAN  GAS  INSTITUTE. 


By   Mr.  F.  C.  Brewer.  Tacoma.  Wash. 


NEW  BUSINESS  METHODS. 


187 


As   t 

up  ca«  ranges  go  ii 
kit.-ben  dru.Jgery  goes 
out.  All  O'-er  Tacoina 
yesterday  were  coming 
inquiries  about  how  to 
get  a  gas  range.  We  run 


Bulletin  Vffl. 
lor  Gas 
Consumers 


"lungs"  of  the  store. 
'These  openings 
should  be  kept  clean. 
Wipe  them  jmt  often. 
Don't  let  that  fine 
little  tip  through 

get  stoppr.l  up.  If  it 
does,  then  you  will 
say  "poor  gas;"  "bad 
pressTre."  and  no 
heat.  If  the  flame1 
does  jet  weak,  the 
oven  slow  to  heat, 
telephone  our  com- 
plaint d  e pa r t  ment 
We  make  no  charge 
for  adjusting  burn- 

Gas  Co., 


Last  week  we  installed  24  big 
shine  gas  arcs  in  the  People's  Store 
basement.    This  big  Santa  Claus  center 
with  its  great  toy  show  is  going  to  have 
"  Shtfort' 


highlight 


is  going  to 
trading  as  i 


There  is  no  charge  for  installing  these 
big  lights  where  the  building  is  filled 
aintain  them  for  50c  a 


i#%£$r 

5*3^ 

°^C0. 


Bulletin  VII. 
for  Gas 
Consumers 


The  flame  of  a  gas 
jet  gives  light,  but 
little  heat.  The  blue 
flame  on  your  gas 
range  gives  no  light, 
but  an  .intense  heat. 
See  to  it  that  you  get 
the  blue  flame  on  vour 
range.  If  you  dont 
get  it,  see  that  the 
burners  are  clean.  If 
there  is  still  trouble, 

ISamtTepa'rtment 
No  charge  H  made  for 
adjusting  ! 


Gas  Co., 


By   Mr.  F.  C.  Brewer,  Tacoma,   Wash. 


188 


AMERICAN  GAS  INSTITUTE. 


Turn  The  Tables 


icn  You're  All 


or  put  your  husband  to  work  in  the  kitchen 


THIS  IS  OUR  OFFER:  Two  ranges  will  be  given 
away  FREE.  With  every  gas  range  ordered  before 
August  17th  we  will  issue  a  numbered  coupon 
which  entitles  holder  to  a  chance  to  get  free  the 
range  that  is  ordered.  £"  hr^J%f 


Worn 
Out 
From 
Worrying 
With  a  hot 
Dirty  coal 
Stove, just 

Think  of 

The  Easy 

Time  others 

Are  having 

and 

For  Coolness 

Sake 


Cook  With  Gas 


FREE  DEMONSTRATION  by  baking  biscuits,  bread,  etc. 
We  show  how  a  Gas  Range  is  superior  to  a  wood  or  coal  slove. 
Free  hot  biscuits  served  with  maple  syrup,  Monday,  July  30lh.  at 
M.  L.  DeBals'  Grocery  Store,  corner  Broadway  and  32nd  street, 
and  K.  M.  Rabidoux's  Grocery  Store.  1701  Woodside  avenue. 


-,.  BAY  CITY  GAS  CO.  ** 


*•— «^«i£rc»"* 

Here's  One  of  Them-No.  83,  "EcliDse" 


GOING 
TO  THE 
CIRCUS, 

BOYS? 


$13.60 

SL60  Down.  51.00  a 


HERE'S 

YOUR 

EASY 

CHANCE 

Monlhs. 


PEORIA  GAS  CO 

12.-U1->-7   v.^D^,,  *+*"\^» 


N.  B. — Salesr 


125-127  NORTH  JEFFERSON 


oom  Open  Till  9  P.  M.  Safnrday 


NEW  BUSINESS  METHODS. 


189 


$1.OO  an  Hour. 


r  propcxi 


niiou.     We  want  fifty   original    ad«   „ 

forth  the  .dv.ntagen  of 

Gas  tor  Cooking, 

Gas  for  Lighting, 

Hot  Water  Heaters, 

Electric  Lights   and 
Electric  Fans. 

We  will  nav  one  dollar  each  for  the  best  fifty  ads 
w,-  get  on  theWsubjecU,  You  are  at  liberty  to  write 
ns  many  as  you  wait  to.  Pick  out  your  subject,  write 
your  ad  aud  send  your  copy  to  the  Advertising  De- 
partment of  the  Lincoln  Gis  A  Electr,,-  Lighting  Co. 
Sijrn  your  name  to  the  advertisement  and  each  jnorn- 

L,  and  get  your _mo™,.  .  .     ,       .    ^   ^ 


$50.00  in  Prizes 


ANYBODY  CAN  TRY 


For  the  best  fifty  "ads"  received 
we  will  pay  OME  DOLLAR  each 


Lincoln  Gas  &  Electric  Light  Co. 


e  ID  and  get  your  money. 
There  are  many  things  to  be 


Saturday  Morning 


At  10  o'Clock 


AT    THE    GAS    OFFICE 


Balloon  Ascension 


A  ticket  attached  to  each  balloon  worth  $1 
on  the  purchase  of  a  gas  range  or  1  Oc  in  cash 


Are  You  Interested 

IN  LINCOLN'S  WELFARE? 

We  Are 


\Ve  want  YOU  to  help  us  with  a  book- 

let  we  are  getting   up.    It   is  to  be  a. 

work  of  art,  something  that  every  man.( 

woman  and  child  will  be  proud  of. 

We  Need  Photos 

Send  in  any  you  may  have  of  your 
home,  place  of  business,  church,  school 
or  public  buildings,  any  park,  pretty  nook 
or  drive  in  or  approximate  to  Lincoln. 

Don't  Forget 

That  we  need  data  setting  forth  tne 
city's  resources  and  growth,  also  the 
extent  of  the  various  business  interests. 
There  will  be  absolutely  no  expense  to 
those  contributing.  We  will  furnish  to 
any  oni  free  of  cost  a  supply  of  these, 
"  Booster  Books"  when  they  aiv  ready. 


Be  a  Booster!     Start  Now! 


Lincoln  Gas 


Company 


ANOTHER  JOY 

FOR  THE  BRIDE 


We  will  give  m 

ditcouf 

$5.00 


to  Juno  Bride* 


LINCOLN  QAS  AMD 

ELECTRIC  LIGHT  CO. 


Keep  Cool 


Breakfast  in  Fifteen  Min- 
utes if  you 


Use    Gas 


p9&9W<rv&m  •  ~  •  ' 

|  Why    Bind  Your 

To  that  gleaming,  skin  bll.l.rlnl. 
S  old  fashioned 

It  Kitchen  Stove. 


To  k 


Each  Warm 
Day 

gives  a  new  proof  of  the  cool 
labor-saving  convenience  of 

The 
Gas  Range 

Gas  Ranges,  $10.50  and  up 
Water  Heaters,  $9.00  and  up 
Flat  Iron  Heaters,  25c 

Sou  hi  dialm  tnJ 

The  United  Gas  Improvement  Co. 


A  Gas   Range  is    a  time 


Denison  Light  &  Power  Co, 

307  Woodard  Street. 


1    rook  with  Gas 

^     ~~~~ 

LeMars  Gas  Co, 

NORTH    MAIN    STREET 


FOR  COOLNESS  SAKE 
BUY  A 

GAS  RANGE, 

™°c!££SN  CAS  co 


,    }       It's  like  cooking  out 
S^J       of  doors  when  you 
cook  on  the      « 

NEW 
GAS 
RANGE 

The  ELECTRIC  I IGH  R,G AX'o. 

Phone  Trinidad  78          1 17  Ea»t  Main  St. 


Cooking  With  Gas 

.^rfiSB^^. 


^^BE^^^ 

Is  (Heaper  tt<n  Wootf,  (odl  or  ddsoline.  is  quicK 
(lean,  convenient  dnd  tuwat.  4nd  you  Dive 
<  cool  kildien  dii  summer.  Doesn't  thrf  ippedl 
to  you,  Mrs.  Housekeeper'  See  our  dli  steel 
fijn^es  M  never  Dred(-dnil  our  elevdte/l  oyens 

Ann  Arbor  Gas  Company 


NEW  BUSINESS  METHODS. 


191 


PIPE  YOUR  HOUSE  FOR  GAS. 


:««•*?«*     F*ree— Wt?    run     nee 
F»lt>e    to    oomieot    r-t 


BE    READY 


GAS'-COQKINn 


One  Way  of  Saving  Fuel 
Practice  /f. 


KindotRa    F-^ 


Spring    Announcement 


Ranees,  SI  5.00  and  $17.00 


192 


AMERICAN  GAS  INSTITUTE. 


Modern  and  Up-to-Date 
Hotels  and  Restaurants 

Demand  Modern  and  Up-lo-Dale  Kitchens 

The  above  picture  shows  the  complete  gas 
kitchen  of  the  SCHILLER  CAFE  which  contains  1 
the  latest  improved  cooking  appliances  in  use 
today. 

The  Convenience,  Safety  and  Economy 

of  all  gu  appliance*  it  what  appeals  to  the  progressive  person. 
No  dust,  dirt,  soot,  smoke  or  ashes. 

GAS-The  Cleanest  of  All  Fuels 


You  can  do  all  your  cooking  with  Gas  at  a  less  expense 
than  with  any  other  fuel  and  at  the  same  time  reduce  your 
working  hours  by  one-half. 


Our  representative  will  call  if  you  phone  Standard 
1144. 


^\y 


MADISON  CAS  *  ELECTRIC 


NEW  BUSINESS  METHODS. 


193 


Throw  Out  Your  Coal  Stove 


Cook  With  Gas  This  Winter 


ECONOMY 


Ask  Us  About  It 
V    Binghamton    Gas    Works     V***j 

— ^s5?~~ 

*£*• 

:i        ::€     'fttaT*5-^^' 


*Aeap 

OflXe/J/W 

^flrtSfe 


^BB**^- 
^Sb*S.^-- 


-^,,? 


"A  GAS  DREAM" 


(NOT  A  PIPE  DREAM  I) 

"Light  is  life,  says  the  medical  taan 
Sunshine  is  best,  so  get  all  you  can. 
Cias  is  next  best,  to  use  in  the  night, 
SS  it  has'on  it  a  Welsbach  light. 
No«moke,  no  dirt,  no  chance  for  a  nre  , 
Beats  gasoline,  kerosene  and  the  elec.    c  wu-e. 


5jo» 


BINGHAMTON  GAS  WORKS 
—  ....•o          c/*~ 


will  create  more  favorable  comment  from 
your  family  during  the  entire  year  than 
anything  else  we  know  of. 

I,  will  also  create  more  envious  fcelinjs 
among  those  housewives  who  haven  t  one  than 
nnythint;  else  purchased  at  Chnstmas  t,me,  as 
it  is  in  use  daily  the  year  around, 

We  regret  the  fact  that  envy  should  creep  in. 
but  it  surely  follows  anyone's  successes. 

Your  neighbors  will  have  a  range  as  soon  its 
Aev  see  how  beneficial  it  proves  for  you.  and  m 
the  long  run  you  will  be  doing  them  a  good  turn. 


today.    $5.00  down.    $2.00 


Binghamton  Gas  Works 


AMERICAN  GAS  INSTITUTE. 

[The  LacledeGas  Light  Col 

716  LOCUST  STREET    -    .    -    -    ST.  LOUIS  MO 

"ST,  LOUIS  TO  THE  FRONT" 

Just  a  Page  of  History  Showing  the  Rapid  Strides 

St.  Louis  Has  Made  in  the  Last  Fifteen 

Years  of  Progress 


FIFTEEN  YEARS  AGO 


FIFTEEN  YEARS  AGO  you  could  buy  coal  for  He  a  bushel 
FIFTEEN  YEARS  AGO  you  could  buy  hard  coal  for  $5  per  ton 
FIFTEEN  YEARS  AGO  you  could  buy  gasoline  for  12cagallon 
FIFTEEN  YEARS  AGO  you  could  buy  gas  for  '$1.50  per 

thousand  cubic  feet 
FIFTEEN  YEARS  AGO  a  standard  Kas  light  gave  only  si.xteen- 

candlc  power  light  and  consumed  8  cubic  feet   of  gas  per  hour 
FIFTEEN  YEARS  AGO  the  women  of  St.    Louis  were  carrying- 
>  ot  tons  of  coal  into  their  kitchens 


TODAY 


-TODAY  coal  costs  you  12c  per  bushel 
-TODAY  hard  coal  costs  you  $8.00  per  ton 
-TODAY  gasoline  costs  you    from    15c  to    17c  per  gJton 
Is  only.  80c    per  thousand  cubic  ie-t 

-TODAY  a  Welsbach  light  gives  80  candle  power  and  only 

consumes  four  cubic  feet  per  hour 
-TQDAY  over  60  per  cent  of  the  housewives    m   this   city 

have  banished  the  coal  hod  for  all  time 


These  prices  grow  larger  as  the  qu; 
ilitics  runs  ns  high  a*  15c  a  bushel. 
The  rate  on  gas  alone  is  always  the 


THERE'S  ANOTHER  POINT 

•chised  grows  smilLr.     Gasoline  by  the  quart  costing  20c  psr  gallon. 


.vhcther  you  use  100  feet  or  1,000  ft*t 


,  ROc  per  thousand  ft.  to  < 


THEN 


AND 


NOW 


:  today  as  go  > 


There  are  thousands  of  gas  fixtures  in  this  city  that  have  been  in  constant  service  during  the  past  fifjeen  years  and  ; 
iciv.      How  many  conl  oil  lamps  are  in  be  found  today  that  were  in  use  fifteen  years  ago? 
There  arc  any  number  of  gas  ranges  being  used  today  that  were   installed  ten  or  fifteen  years  ago  and  are  in  perfect  working  order 


The  greater  the  comparisons  the  more  evident  it  becomes  that  Illuminating  and  Fuel  Gas 
are  tfie  prominent  factors  that  have  made  the  wonderful  growth  of  St.  Louis  a  possibility.  With 
the  above  positive  facts  relating  the  costs,  how  can  you  afford  to  longer  delay  using  gas?  Had 
you  purchased  a  gas  range  fifteen  years  ago,  think  \>f  the  work  and  worry  you  would  have 
escaped.  All  other  commodities  have  greatly  advanced  in  price,  but  we  have  not  only  reduced 
the  price  of  gas  during  the  past  fifteen  years,  but  we  furnish  free  of  charge  a  thorough  instruc- 
tion in  its  economical  use  through  our  Women's  Department. 


uvj    t  w 

Do  you  know  the  riglit  and  wrong  way  of  lighting  your  gas  range  ? 

lYl^t  V-»  TV  : 

Do  you  know  how  to  read  your  meter?    Do  you  read  i 

D.i  you  know  the  right  thing  to  do  when  you  smell  gas? 

Do  you  know  what  yoar  lower  oven  is  for?     Do  you  i 

Do  vou  know  of  the  many  ways  you  unconciously  waste  your  gas? 

Do  you  1<now  the  easiest  way    to    clean    your    ranje  .' 
clean?    Free  from  rust? 

Do  vou  know  what  to  do  when  your  gus  range  blackens  your 
kitchen  utcns'ls? 

Do  you  know  you  can  use    both    ovens  at  the    sam: 
just  the  one  flame? 

ISN'T  IT  WORTH  A  CENT  TO  FIND  OUT? 


Do  you  know  we  have  a  Woman's  Depart! 
This  service  Is  free. 


xplain  just  : 


.ml  forty  other 


Do  you  know  a  postal  card  (addressed  to  "Women's  Department")  will  bring  a  thoroughly  experienced 
instructress  to  your  home  to  explain  your  gas  range  and  how  to  use  it? 


P  R  OO  F     F  R  O 


Xi:\v  BUSINESS  METHODS. 


195 


"I^SISS* 

DOLLARS  AND  DIMES        ^Si^x; 

^^^^^^^Ll!*  **"•-• 


.*^2*.»«£»  ''J**^* 


•5Sfe* 


«** 


'*TEK 


SSBgg 


196 


AMERICAN  GAS  INSTITUTE. 


TARRED  ROOFING  FELT 


SATURATED  WITH  PURE  COAL  TAR  ONLY 


HONEST  GOODS 


In  the  Good  Old  Summer  Time 


t»t,  d,,l  m.ltu;,  I 


Backed  by  a  Reliable  Guaranty 


RANGE 


f 


THIS    EMBLEM    PROTECTS    VS 
INSURES    YOU 

STRICTLY  A  HOME  INDUSTRY 


The  Best 
Invest- 
ment 
You  Can 
Make 


Saves 

your  time 

health 

and 
Money 


A  V««aMe  S-Tinj.  Bank  if  Yoe'll  U«  H  Properly 


BOISE  GAS  LIGHT  Co.  BOISE  GAS  LIGHT  CO, 


SOLE  MANUFACTURERS 
1100  Main  Street  BOISE.  IDAHO 


BOTH  -PMONtJ 


'To  Be  or  Not  to  Be' 

UnliKe  Hamlet  you  need  Not  Soliloquize 


There  shouldn't  beany  question  whether  yon 
are  to  be  comfortable,  preserve  your  temper  and 
retain  your  health  this  summer. 

Discard  that  ancient  coal  stove  that  adds  its 
heat  to  the  heat  of  the  summer's  sun,  and  makes 
yonr  entire  house  a  place  to  be  avoided.  Get  a 

GAS 
RANGE 

ound  ot  solid  comfort  for  each  ounce 


CUANEST.  QUICKEST  I         Our  terms  are  easy,  our  service  unequalled 
in  reliability  and  economy. 


BOISE  GAS  LIGHT  CO. 


niH  «  MAIN  JTRCET3 


BOTH  -PMONU 


<*7OU  have  realized  the  advantage  of  using  gas  for  cooking. 
j[  There  are  many  other  uses  to  which  it  can  be  put  with 
equal  satisfaction  and  economy.  Those  who  a  year  ago 
were  unaware  of  its  many  other  advantages  and  who  then 
thought  its  limit  had  been  reached  have  since  applied  it  in  various 
other  ways.  Manufacturers  of  gas  appliances  have  kept  abreast 
of  the  times,  in  fact  in  advance  of  them,  and  today  gas  in  one's 
household  bespeaks  ease  and  comfort.  Imagine  hot  water  in 
your  bath  instantly  at  any  time  during  the  day  or  night  and  at  a 
cost  of  less  than  2!  cents  per  bath.  The  fixture  too  is  an  orna- 
ment to  the  most  elaborately  appointed  bath  room  and  all  this  at 
a  comparatively  small  cost  for  installation.  Again,  in  the  autumn 
when  the  mornings  and  evenings  are  chilly,  but  not  enough  so  to 
justify  starting  your  furnace,  what  could  be  handier,  more  eco- 
uomical  and  at  the  same  time  less  cumbersome  than  a  small  gas 
heater  whose  presence  is  instantly  felt  but  hardly  noticed.  You 
have  but  to  strike  a  match  when  presto!  the  chill's  off  in  an  in- 
stant and  your  room's  comfortable.  We  can't  treat  upon  a  sub- 
ject unlimited  in  its  possibilities  in  a  limited  space,  hence  had'nt 
you  better  call  and  see  these  things  demonstrated? 


Boise    Gas    Light 
Co. 


BOTH  'PHONES 


llth  <»  Main  Sts. 


NEW  BUSINESS  METHODS. 


197 


Try  to  get  along 
without  a 


DONT 

*-=6as  Stove 


Have  You  an 

ASH  HEAP 

oehlnd  your  house? 


For  it,  unlike  a  Coal  Stove,  needs  no  bin 
or  shed,  requires  but  one  stick  of  kind- 
ling,- -a  match. 

CALL  AND  SEE  OUR  SAMPLES. 

QUINCY  GAS  -ELECTRIC  CO,     ip 


fjjjJJ-ff-rjJJJj  fjjjjjji 


422  Maine  Street 


Order  Gas  Range 
of  the  Gas  Man 
in  Balrd  Block. 


is  hardly  any  par- 
•»•  ticular  season  for  Gas— it's 
a  good  all-the-time  Fuel— you 
.jet  out  of  the  habit  using  the 
old-style  Fuel  when  you  have 
Gas— so  convenient,  cleanly. 

Sacramento  Electric,  Gas  and 
Railway  Co. 

,2>i  i  a. 


TIME  SAVINS 

With  Gas 


n't  cook  dinner  all  the  morninj 
I  keep  your  kitchen  hoi. 
eleven  o'clock  light  the  Gas 


ONCE 
AND 
FOR 
ALL, 

Once  you  buy  a  Gas  Range 
yoursummercoolting  arrange- 
ments arc  made  (or  good 
and  all. 

The  range  will  last  year  in 
and  year  out  until 


s  quickly  and 


meal  is  ready. 
The  Gas  Range 
Is  always  ready. 

You  will  be  surprised  ot  the  time 
you  can  save  If  you  cook  wllli  gas. 
Remember.  July.  August  and  Sep 
tember  aie  hoi  months.  Plenty 
or  time  to  enjoy  gas  this  season. 
Customers  on  a  Gas  Main  can  get 
digging  and  piping  done  within  a 
day-er  two.  if  you  order  todav 

SEE  US  MICE  IT  OFFICE. 

OneontaliciritSPwerCo. 


There's 


Oneontaliglit&PowerCo 

Balrd  Block, 


Has  your  bank  account 
gone  up  in  smoke? 


Not  if  you  use 


$5  Down 


Gas  for  cooRing!  »--»* 

I    AND«t  will  i"st; 

Wood  and  coal  eat  up  the  money;  gas  saves  it,  I  A'   in  voiir  home  » 

Talk  it  over  with  your  neighbor  who  is  usine  a  eas  I  CAS    RANGE 


Talk  it  over  with  your  neighbor  who  is  using 
range;  then  you  will  order  one.    We  sell  them  at  cost. 

Froir  S17  00  up,  S2.00  down  and  Sl.OO  a  month.    Make 
»!1  connections  free  and  give  you  a  Welsbach  light. 


rw+  ^  »  »         ^  I  Port! 

Tacoma  Gas  Lig'ht  Co.  1  Qas 

Mam  33  lOtK  and  ' ' 


PortTownsend 
Works 


Three  Meals  Wanted 


times  daily.  Cooking  these 
meals  over  a  red-hot  coal 
(ire-  when  the  sun  is  on  duty 

For  summer  comfort,  by 
all  means,  cook  with  gas. 
Spare  a  little  money  and  buy 
a  Gas  Range. 

The  Gas  Company  charge 
SU.tt  for  Range  and  do  free 


Do  You 

Know 

noTknowIhe  comfort 

and  economy  in   using 

savinp  in  time,  strength 

and  worry  alone  *cSld 

be  ample  cause  to  put 

™ecenas  much0,5'  We7 

But  %as5  Zy    aareC°« 

heap,  why  wait. 

PortTownsend 

Gas  Works 

Part 


ilatl 
lattroua 


Part  Jfaur 


OKIGIXAL  and  effective  methods  are  used  to  reach  regular  trade 
and  that  trade  also  which  would  not  be  appealed  to  by  daily  news- 
paper advertising.  To  prospective  purchasers  of  gas  appliances, 
industrial  gas,  house  lighting,  store  lighting  and  other  trade,  the  circular 
letter,  mailing  card,  booklet  and  folder  are  sent  by  many  companies  and 
splendid  results  reported. 

Plans  for  attracting  attention  or  securing  the  favorable  impression 
of  the  general  public,  preparatory  to  other  campaigns  of  sale,  and  numer- 
ous special  advertising  methods  are  here  shown.  Illustrations  of  these 
are  intended  to  be  of  service  to  companies  desiring  to  publish  new  lit- 
erature. 

The  booklets  circulated  by  manufacturers  of  gas  appliances  display 
improvement,  many  being  prepared  at  great  expense;  these  can  be  used 
to  advantage  by  gas  companies  if  mailed  to  customers  and  prospective 
ones. 


200 


AMERICAN  GAS  INSTITUTE. 


"  The  Lindsay  Girl." 


NEW  BUSINESS  METHODS. 


201 


MADISON  GAS  &  ELECTRIC  COMPANY 


I9O6 

nfSAT 

123456 
7     8     9    10    11    12   13 
15   16  17    18   19  20 
21  22  23  24  25  26  27 

28  29  3O31  ra'uc 


Calendar  issued  by   Madison  Gas  &  Electric  Co. 

The  river  illustrated  is  productive  of  an  amazingly  choice  specie  of  black-ba«s.     Further  information  might  be  secured  by 
writing  Mr.  John  Corscot.  Madison.  Wis. 


202 


AMERICAN  GAS  INSTITI  TK. 


\    *  J      t*ir   ^'"^    "ll,  ,«ot«>   u'   "  """^ 


Mail  Advertising 


NEW  BUSINESS  METHODS. 


203 


I 


Patented  Inter-locking 
Removable  Linings 


Detroit  Stove  Works 


Magazine  Advertising  by  Appliance  Manufacturer 


204 


AMERICAN  GAS  INSTITUTE. 


Booklet  by  Mr.  Chas.  G.  Page,  U.  G.  I.  Co.,  Philadelphia,  Pa. 


Booklet  Issued  by  the  U.  G.  I.  Co.,  Philadelphia 


NEW  BUSINESS  METHODS. 


205 


FUEL THAT 
FACILITATES 


Examples  of  Mailing  Cards 


206 


AMERICAN  GAS  INSTITUTE. 


\          "'  ^j^11'  J "'  ''""k""-' "'"-•"  •• 

"C  rak^LZ-'^l^'^Ar*  ,»t  «„ 

. 

'  SEND  THIS°CARD  TO  lis'"°"" 


DF: 


you  want   to   save 
money  watch  for  our 
SPECIAL  OFFER 
Heaters 

The 

Gas  Co. 

J07-H 
E.  Kiowa  St. 

Ptuxu  Mate  23 


xsco- 


Mailing  Advertising 


NEW  BUSINESS  METHODS. 


207 


Suburban  Gas  Company 

OF  PHILADELPHIA 


Examples  of  Circular  Letters 


208 


AMERICAN  GAS  INSTITUTE. 


...  Co  the  8as  Consumer 

I     Poor  Ciflht     I  Thc  fa|lacy  Of  asaeninK  that  the    "gas  U  ] 

Portland  6»  i*  ol  the  fiiflb«*t  Quality 


Ulc  Know  ««.«•»«*  ao««l 

""  •'"'•"  "^ '"«*'' 


U  you  are  not  getting  a  go 
Ihe  pipinr  or  burners. 


Ulc  «h*  You JBoodaa* 


15  'GAS  is  Poof\"  VVHO  SAYS  "GAS  ISGOOD'.' 

3P.ME    QUALITY    OF    GAS    IS    GOING    TO    EAGM     BUR 


••Hfl 


3R  SALE  BY  At 


Washed  Pea  Coke 

Absolutely  the  Best  Fuel 

For  Welding. 

FREE   FROM   SULPHUR. 

35%  Cheaper  (har  Biossburg  or  Piedmon*  Coa! 


THE  CINCINNATI  GAsCoKE.CoAL&MiNiNoCo. 

i5«rourthSi(!HCINNAII.OHIO. 


PERFECT  BRICK 

"BTAINff)  R\  ni,^.  .. 

'nte 


Gas  Stove  Habit 

April,   1906,  we  .old  loo  GAS  STOVES. 

90S, 7     " 

May,    1906. 78    " 

..        I90Jc  ..     ..        j 

June     1906.  ••     "      114     •• 


CLEAN.    COOL.  SATISFACTORY. 


THE  GAS  APPLIANCE  STORE  at  141  Pleasant  St.,  Maiden 
IS  THE  PLACE.    Open  day  and  evening. 


Mail  Advertising 


NEW  BUSINESS  METHODS. 


209 


THE  GAS  RANGE 

and  How  to  Use  It 


The   Laclede  Gas  Light  Company 

SAINT  LOUIS.  MO. 

1006 


Booklet,  St.  Louis 


210 


AMERICAN  GAS  INSTITUTE. 


Mail  Advertising 


NEW  BUSINESS  METHODS. 


211 


DIRECTIONS 

BIRNING 
Genuine  Gas  Coke 


Booklets  Advertising  Coke 


212 


AMERICAN  GAS  INSTITUTE. 


Manufacturers  Advertising  in  Current  Monthly  Magazine 


CAS  LOCIC 


NEW  BUSINESS  METHODS. 
CAS  LOGIC 

Vol.  |  July.    19O6.  Mo. 4. 


213 


-:v 

• 


CAS  LQC1C 


GAS  FOR  INDUSTRIAL  PURPOSES 

q  The  ixsl  and  most  conanienl  fuel.        ' 

<I  All  of  the  energy  of  coal,  with  none  of  its 

discomforts. 

«I  Requiring   the   minimum  of  labor,  time  and 

floor  space  in  open 

("heat  easily  i 
^  radically  no  waste  of  power. 

«]  F«  Ih*  Mlowmg  ot^alioni.  no  (wl.  »  cheap . 


THEOASRANCE1RJNTALSVSTEM 


^si^ii 

are  futtus  ^^  «^^^  RENTING^,L^^- 

.tt^s?ii§?S 

Sfl^s^fJWSSBSB1^ 


Qtreer 

Use* 


CAS  LOGIC 

Jun.       1906.  Mo  3 


A  Handsome  Monthly  Issue  From  the  Consolidated  Gas  Co.,  New  York  C.ty 


214 


AMERICAN  GAS  INSTITUTE. 


Lindsay  Lights  *  Lindsay  (ias  Mantels 


'  The  Lindsay  Girl,"  a  Beautiful  Color  Work  Upon  Various 
Lindsay  Light  Advertising 


NEW  BUSINESS  METHODS. 


215 


'  Gas  News,"  a  Monthly  Magazine  Issued  by  Suburban  Gas  Co.  of  Philadelphia,  Chester,  Pa. 


216 


AMERICAN  GAS  INSTITUTE. 


Monthly  Magazine.^The  Denver  Gas  and  Electric  Co. 


NEW  BUSINESS  METHODS. 


217 


Lindsay  Light  Advertising 


Framed  Picture  Given  to  Consumers  by  the  Consolidated 
Gas  Co.,  New  York 


218 


AMERICAN  GAS  INSTITUTE. 


Gas  Bill  Advertising 


NEW  BUSINESS  METHODS. 


219 


Circular  Letters 


220 


AMERICAN  GAS  INSTITUTE. 


NEW  BUSINESS  METHODS. 


221 


222 


AMERICAN  GAS  INSTITUTE. 


Ai\;"r^U -d  bcsi  Ugh> 

CM  be  had 

I^SJ^f 


BURNER    CLEANER 


1'ORTLAND  GAS  'LIGHT  Co 


GAS  SERVICES 

'      Tb«  pip.  fron,   «„»,„,,,„,„„,,,„ 


When  the   B«IUInt  Set.  More  th.n  T.. 
et  ftack  ol  ,h.  llulldln.  t  !„, 


regul.r 
UedK  to  be  B|MUd  .no 


MW  »I,,1I  not  eiceed  ii.jn  p.,  mnninK  £5.™"' 


Mail  Advertising 


NEW  BUSINESS  METHODS. 


223 


eeasary  fixtures,  thio  need  not  Interfere,  aa  we  haTe  Jn«t  de- 
veloped a  line  of  fixtures  and  are  prepared  to  pipe  your  house  at 


They  are  10  deal] 
you  alrtidy  haTe  and  i 
yoo  can  hare  any  a»ou 


istrsssir;*  feature  la  housekeeping, 

>or  arid  tf^ulpplng  your  kitchen  nilh,  the    -WietnaiL 


i*t  gas  Is  the  cheapest 


perfectly  tullt  lr.  ffTery  particular,  will  accta'pllst'"^"  'e'ery 


Very  truly  yours. 


th."uIi*rrJlUt"r«e°lJ  "*«  l"w  ("J^JJ^,^  jrj.r  and  m- 


,  Tery  truly, : 

TSX  «CUB»  0»S  LtOSt  ( 


718  Locutt  Str.at,  City. 


Follow-up  Letters,  see  Editorial  by  Mr.  John  C.  D.  Clark 


224 


AMERICAN  GAS  INSTITUTE. 


Cutting   the    Labor    in    Half 


THE    SIBLKBAN     GAS    CO. 


A  Gas  Range  Makes  Life  Worth  Living! 


AND  TIME  TO  LIVE   IT 


Our  Easy  Payment  Plan 


$15.00  •  •    <   »     >  $10.00 


S25.OO:;'?  ;'•;;."•.  BRICEGAS  AND  ELECTRIC 


Mail  Advertising 


NEW  BUSINESS  METHODS. 


225 


BABES  IN  TOYLAND 
MAIDS  IN  JOYLAND 

GAS  RANGE 


Theatre  Program  Advertising  in  New  York  City 


226 


AMERICAN  GAS  INSTITUTE. 


ln"*«oCa,, 


•OR  BAKING  BRI'.M> 


'San  Anlonlo  Gas  &  Klectric  Company  San  Antonio  OM 


Mail  Advertising 


XEW  BUSINESS  METHODS. 


227 


THAT    DOES 
NOT  FAIL. 


WELSBACH  KERN 

INCANDESCENT     GAS     BURNERS. 


INCANDESCENT  MANTLES  FROM  3/-  PER  DOZEN 


WELSBACH  KERN 

INCANDESCENT     GAS     BURNERS. 


From  Ventnor,  Isle  of  Wight 


228 


AMERICAN  (i.\s  INSTITUTE. 


FOR       ^-*     A    *N 

(OOK.N60AS 


AN  IDEAL  FUEL 


MAXIMUM 
EFFICIENCY 
INSTANTLY 

AVAILABLE 


CLEANLY,  ECONOMICAL, 

LABOR    SAVING  m  WAT[R  rOR  HTQ1[N  M$  m 


Bill  Board  in  New  York  City,  1906 


NEW  BUSINESS  METHODS. 


229 


Catalog,  Grand  Rapids  Gas  Light  Co.,  Grand  Rapids,  Mich. 


Part  3Fro? 

OIn 

k* 

Part  3Fw? 

THE   sale  of  coke  is  an  important  problem  with  many  companies. 
Prices  are  at  great  variance  by  geographical  location ;  however,  it 
has  been   demonstrated  that  in  those  cities  where  the  public  has 
been  educated  to  the  valuable  properties  of  gas  coke  it  can  reasonably  bo 
expected  to  dispose  of  all  that  is  manufactured  by  the  local  company. 

In  the  Northern  cities  where  house  furnaces  are  used  several  months 
of  the  year,  the  entire  output  of  coke  from  the  gas  works  is  but  a  small 
proportion  of  the  total  furnace  fuel  used ;  some  companies  are  now  un- 
able to  supply  the  local  demand  after  their  customers  have  become  ac- 
quainted with  its  advantages  over  the  use  of  coal. 

Several  companies  report  that  a  new  market  is  found  for  coke  in  th° 
rural  districts  where  wood  is  no  longer  plentiful. 


232 


AMERICAN  GAS  INSTITUTE. 


Springfield,  Massachusettes 


NEW  BUSINESS  METHODS. 


233 


COKE  SALES. 


By  Me.  R,  A.  FIELD. 

When  a  man  is  told  that  he  is  expected  to  respond  to  a  given  toast  he 
generally  does  it  by  absolutely  failing  to  mention  that  particular  thing 
at  all  during  the  course  of  his  remarks. 

If  there  is  anything  about  "Gas  Sales"  to  be  found  in  this  article,  we 
must  frankly  admit  that  we  don't  know  how  it  got  in,  as  Mr.  Williams' 
request  finds  us  particularly  inter- 
ested in  exploiting  that  greatest  of 
all  zero  annihilators,  "Genuine  Gas 
Coke. ' ' 

Five  years  ago  when  we  started  in 
to  create  a  local  demand  for  coke,  we 
found  that  but  a  hopeless  minority  of 
the  good  people  in  this  immediate 
vicinity  had  ever  heard  of  it  and 
those  who  knew  of  it  only  as  a  very 
doubtful  fuel,  possibly  because  the 
gas  company  had  considered  it  as 
practically  valueless  and  the  few  who 
cared  to  cart  it  away  were  apparently 
allowed  to  do  so  without  the  simple  formality  of  even  weighing  out  or 
making  their  peace  with  the  cashier. 

About  all  we  could  rake  up  as  a  starter  was  our  own  boundless  en- 
thusiasm and  an  underlying  belief  in  the  common  sense  of  the  people 
which  we  counted  on  to  "Do  the  rest"  if  we  could  only  succeed  in  pre- 
senting our  modest  claims  in  a  way  which  would  prove  convincing  enough 
to  become  educational. 

We  began  by  burning  it  in  our  own  office  and  by  getting  our  employees 
to  burn  it  in  their  homes  so  that  they  would  be  able  to  answer  questions 
from  actual  experience. 

The  first  winter  we  installed  a  medium  size  base  burner  in  the  front  of 
the  office  (which  is  steam  heated)  with  the  accompanying  card,  "The 
Stove,  The  Fuel,  The  Reason,  The  Results,"  tacked  up  near  it  and  we 
kept  the  place  so  uncomfortably  hot  that  almost  every  .one  who  came  in 
remarked  on  the  heat,  and  this  opening  was  promptly  taken  advantage 
of  by  any  employee  who  could  get  in  a  few  words  on  the  merits  of  coke 
as  a  domestic  fuel,  briefly  touching  on  its  cleanliness  and  the  high  economy 
which  could  be  obtained  from  its  use. 

In  our  newspaper  advertising  we  early  adopted  one  style  and  space 
and  stuck  to  it,  changing  cur  copy  daily  and  taking  up  the  coke  question 


234 


AMERICAN  GAS  INSTITUTE. 


DAINTY  WOMEN 
ARE 

Sometimes  Forced  to  Handle  »-t  Least  a  Portion 
of  the  Household  Fuel. 

GENUINE  GAS  COKE 

On  Account  of  Its  Lightness  and  Entire  Freedom  from  Dust  wid 

Smut,  Is  Warmly  Advocated  By  all  Lovers  of  Clranlineu. 

*5.00    I'KK    TON. 


TH-.    ROME    GAS.    ELECTRIC    LIGHT  G  POWKK    CO. 


HAVE  A  SUMMER 
RESORT 

IN  YOUR  OWN  HOME. 

BURN  GENUINE  GAS  COKE 

It  will  bring  the  "Tropic  of  Capricorn"  to  the  "Arctic  Circle"  and  make 
your  home  a  Summer's  Dream  set  like  a  Jewel  in  a  frost  bitten  world. 

TH«?  ROME    GAS.    ELECTRIC    LIGHT  6  POWER    CO. 


WHAT  DO  YOU  DO 
WITH  THE  MONEY 
YOU  EARN? 


GENUINE  GAS  COKE 


THE    ROME    GAS.    ELECTRIC    LIGHT  O  POWER    CO. 


Precept  vs.  Prejudice 

Follow  the  Precepts  of  Common  Sense  and 

BURN  GENUINE  GAS  COKE 


THE     ROME    GAS.     ELECTRIC     LIGHT    &    POWER    CO. 


GENUINE  GAS  COKE 

li  Actually  the  Finest.  Cheapest.  Cleanest.  Least  Troublesome  Solid  Fuel 
Known,  If,  all  in  Who  Is  Using  It  and  How  He  Does  It  But  It  Might  Be 
aH  These  Things  for  a  Million  Years  to  Come.  ».nd  Yet.  If  the  People  Could 
Not  Have  Been  Educated  to  Its  Use  'twould  Never  Have  Been  a  Potent 
ractor  01  Economy  in  the  Affairs  of  Men. 
J4.50  PER  TON. 


THE  ROME  GAS.   ELECTRIC   UGHT  6  POWER  CO. 


We  Deny  the 
Soft  Impeachment 

WE  NEVER  SAID  THAT 

GENUINE    GAS   COKE 

Was  Good  Enough  to  Eat.    But  By  Burning  it  You  Can  Get  Lots  of 
Good  Things  to  Eat  Th«.t  You  Could  Not  Otherwise  Afford. 


THE    ROME    GAS.    ELECTRIC    LIGHT    6    POWER    CO. 


GENUINE  GAS  COKE 


94.  SO  PER  TON. 


THE    ROME    GAS.    Cr.ECTRIC    LIGHT  O  POWER    CO. 


These  Snappy 
Up-to-Date  FeHows 


GENUINE  GAS  COKE 

Finds  its  Slaunchest  Friends  Among  the  CU,,  WhoK 
Very  Lives  Stand  for  Progress. 


THE     ROME     GAS.     ELECTRIC     LIGHT    6    POWER    CO. 


WHAT  THE    WISE 


Such  an  Act  Shows  a  Dire  Lack  »f  Appreciation  lor  the  Beautiful: 
But  Shuttiag  Your  furnace  Door  Against  a  Blaring  Fire  of 

GENUINE    GAS    COKE 


THE     ROME    GAS.     ELECTRIC     LIGHT    Q    POWER     CO. 


THERE  IS  MORE 
CONVICTION 

In  a  Thimbleful  of  Trial  Than  In  a  Demijohn  of  Talk. 


Harfshtlc  lr,.*   nrk.r,   ll.  f.l   Trt.l     fH.l  a 

GENUINE  GAS  COKE 


THE    ROME    GAS.    ELECTRIC    LIGHT  G  POWER    CO 


NEW  BUSINESS  METHODS. 


235 


from  every  conceivable  standpoint;  the  whole  idea  being  to  touch  on  but 
one  point  in  any  one  issue,  and  this  was  done  in  the  clearest  and  most 
concise  manner  possible. 

Those  who  could  be  reached  through  a  local  daily  actually  got  the 
habit  of  reading  short  talks  on  coke;  its  manufacture,  preparation  for  the 
market,  peculiarities,  nses  and  economy,  until  it  became  common  talk 


among  the  local  advertisers  that  the  gas  company  were  the  only  ones  who 
were  getting  all  there  was  in  the  advertising  game. 

During  the  last  two  years  we  have  got  out  booklets  (practically  telling 
the  story  in  words  of  one  syllable),  made  house  to  house  canvasses,  writ- 
ten personal  letters  to  prominent  men  who  had  the  buying  of  large  quan- 
tities of  fuel,  and  in  these  letters  we  guaranteed  certain  percentages  of 
saving  and  talked  dollars  and  cents,  not  tons.  The  letters  were  followed 
up  with  sample  bushels  and  half  tons  and  then  we  sent  one  of  our  men 


236 

Don't  be  a  skeptic 


Genuine  Gas  Coke 

>t  ti.U  per  ton  Delivered. 

Detroit  City  Gas  Co., 


Screened  and  Dry 

Handling  if  »r  do  thousands  of  tons  every  tnontli. 
guaranteeing  drv  and  well  screened 

Genuine  Gas  Coke 


Detroit  City  Gas  Co. 

per  lc*  tJO  WOODWARD  AVS. 


AMERICAN  GAS  INSTITUTE. 


Spotted  tvery  Time 

as  the  cheapen,  cleanest  and  best  of 


Has  Never  Spotted 

the  curtains  or  most  delicately 


QAS  COMPANY 


Your  Neighbors 

ng  iheir  homei  with 

Genuine  Gas  Coke 

arc  saving  money  by  so  do-r. 

Why  don'l  you? 


Grand  Rapids  G«,  : 


Yes,  You! 

You're  the  fellow  we  are  af 

Genuine  Gas  Coke 


Detroit  City  Gas  Co., 

J5.25  per  ton. 


Good  as  Gold 

ihe  Mtotttkmt  <11"Ck'y 

Genuine  Gas  Coke 


Combines  all  the  good  quali 


Detroit  City  Gas  Co., 

W.  5144.  Coke  Dtp:.  MO  Woodward  Avt. 

-And  don't  foriet  to  telephone- 


Sound  Sense 

Genuine  Gas  Coke 


All  delivered  promptly. 


Detroit  City  Gas  Co., 


Valentines 

«re  for  people  in  lov«. 

Genuine  Gas  Coke 


Detroit  City  Gas  Co., 

Cok.  0*t.-M.  S144. 


Everybody 

"fries  a,be,  „„,  [.the,.    Reborn.. 

Genuine  Gas  Coke 

anj  saves  «%  besides  a  lot  ol  hard  »ort» 
Chin  light,  uq,  to  handle,    urn  p.,  ,OB. 

Detroit  City  Gas  Co., 


THE  BURNING  QUESIT0N: 

CORE? 

Lay  in  your  supply  now  while 

the  price  is  low 
Auiiult    Prior    s;,.!ll    l>,  l,>,  r,,'. 
September   Price  Sft.JO  Delivered. 

Fort  Dodge  Light  &  Power  Co. 
BIB 

Reduction 

In  Ihe  Price  of 

Gas  House    COKE 

For  the  Next  SO  Doym 


ilze.  per  ton 
Screenings,  per 


4.25 
5.00 


DfllVHID  ANYWKKf  W  TW  (ITY. 

CAR.R.YING  EXTRA. 


ftU  VtUK  UN  NOW  AND  SAVt  MOWV. 

Rockford    Gas 

Light  &  Coke  Company 

If    I    ,   I'HOSr.        |6 


Fill  'em  up 
Genuine  Gas  Coke 

Detroit  City  Gas  Co.. 

Coke  D«pt .— M.  1144.  910  Woodward  A»» 


Indians 


oe 

Genuine  Gas  Coke 


t 

»urk.     Always 

Detroit  City  Gas  Co.. 


NEW  BUSINESS  METHODS.  237 

around  daily  to  fire  and  regulate  their  furnaces  until  the  prospective  con- 
sumer or  janitor  became  thoroughly  familiar  with  the  best  methods  of 
burning  coke  in  his  particular  installation.  This  has  resulted  in  our  get- 
ting a  contract  with  the  public  schools  and  two  large  churches  this  year, 
and  in  these  particular  instances  the  educational  feature  alone  is  worth 
more  than  the  business,  though  as  that  runs  into  hundreds  of  tons,  it  is 
very  satisfactory. 

We  find  that  when  a  prospective  coke  consumer  comes  in  to  talk  it  over 
he  is  very  liable  to  be  wrestling  with  the  idea  that  coke  is  somt  sort  of  r>. 
cinder,  and  though  he  may  know  people  who  would  not  burn  anything 
else,  he  still  argues  that  if  we  take  a  ton  of  coal  and  burn  a  lot  of  gas 
and  some  other  things  out  of  it,  there  cannot  be  any  large  amount  of 
virtue  left,  but  when  you  make  him  understand  that  his  ton  of  coke  con- 


tains all  the  solid  residual  from  one  ton  of  coal  and  half  of  another,  he 
begins  to  see  clearly  and  the  talking  he  will  do  in  his  efforts  to  clear 
the  scales  from  others'  eyes  will  pay  big  interest  on  the  time  it  took  to 
tell  him  how  the  thing  is  done. 

To  the  average  consumer,  breeze  is  dirt  and  to  overcome  the  rather 
prevalent  idea  that  coke  must  be  a  dirty  fuel,  we  crush  and  carefully 
screen  our  entire  output,  delivering  it  in  white  canvas  bags  loaded  into  a 
white  wagon  with  the  driver  in  white  canvas  overalls,  jumper  and  hat 
and  they  are  kept  clean.  In  muddy  weather  the  wagon  is  washed  before 
it  leaves  the  works  on  every  trip. 

All  the  coal  wagons  in  town  are  painted  black  and  when  this  outfit 
shows  up  on  the  street  it  is  about  as  different  as  a  white  hack  in  a  funeral 
procession. 


238 


AMERICAN  GAS  INSTITUTE. 


•It's  the  Carbon  in  Coal  That  Burn 


GENUINE  QAS 


"Is  F»ractically  A.11  Carbon* 


It's  all  heat— No  foreign  matter  which  does  not  burn 
KU  IT'S  TWICE  AS  BULKY  . .  See  the  point? 

Cost  of  one  ton  hard  coal  $7.5O 
Cost    of    one     ton     coke     5.OO 


Saving  On  Every  Ton  $2.50 

30  PER  CENT  OF  YOUR  FUEL  BILL  SAVED 

Goes  Just  as  far   as  hard  coal-ton  for  ton-and  costs  3O   per  cent  less. 

If  our  directions  are  followed  we  guarantee  coke  to  go 
night,  not  to  burn  out  grates,  and  cost  30  per  cent  less. 

F^or  Your  \A7inter  Supply  INow/ 

and  we  will  deliver  it  as  wanted  next  winter 
Saving    SO    Cents     Per     TOM     By     Buying     Now 


GAS  COMPANY     (. 


*«* 


PHONE  301 


I 


Do    Not    Confound 


On«  ton  OT  genuine  | 

It  I.  true  not  onl.  In 

It  can   be   u<ed   to  ajv.nt.jte  In 

secure  the  rreatest  economy. 


$6.50  PER  TON  DELIVERED 


MADISON  GAS  AND  ELECTRIC  CO. 


NEW  BUSINESS  METHODS. 


239 


Don't  Forget  to  Bay  Yoaf  Gas  Coke  NOW1 


If  It  Is  Genuine 


B«d  Ul  And  Buy  Nov. 

BAU  CLAIRE  GAS  LIGHT  CO. 


Won't  Cost  You  a 
Cent  if  It  Doesn't 
Suit  You  ..... 

Only  $4,50 

a  Ton   • 
Delivered 


The  Best  Furnace  Fuel 
on  Earth 


What? 
Why 

Genuine 
Gas  Coke 

Of  Course. 


lte*T*«w*  t 


FILL  YOUR  COAL  BIN 

WITH  GENUINE:  GAS  COKE: 

IT  IS  THE  CHEAPEST  WINTER  FUEL  YOU  CAN  BUY 
BUY  IT  NOW 

EAU  CLAIRE  GAS  LIGHT  CO: 


Part 


l^monatrattona 


Part 


AS   long  as  there   remains  non-consumers,  new   consumers  and   old 
consumers  who  are  not  skilled  in  the  operation  of  gas  appliances, 
there  will  be  need  for  demonstrations  and  demonstrators. 
A    few    companies    emploAr   teachers   the   year    around.     Many    engage 
skilled  demonstrators  for  a  few  weeks  in  a  season. 

Klsi-whciv  in  this  report  it  will  be  observed  that  several  companies  em- 
ploy teachers  to  visit  the  consumers  in  their  houses. 

Illustrations    of    permanent    demonstration    halls    in    conjunction    with 
gas  offices  appear  in  this  section. 


242 


AMERICAN  GAS  INSTITTTK. 


;-.5t.  ;  • 


NEW  BUSINESS  METHODS. 


243 


COOK   WITH   GAS. 

^IHS.    HELEN    ARMSTRONG,    Chicago.  .t 

Effective  demonstration  work,  though  neither  new  nor  novel,  is  one  r|-' 
the  most  direct  methods  of  increasing  the  consumption  of  gas  as  a  fuel. 
It  means  educating  people  to  the  possibilities  cf  a  gas  range,  interesting 
them    (thus   establishing    pleasant    relations    between    company    and    con 
sumer),  and  also  teaching  econ- 
omy in  using  gas,  which  invari- 
ably   ]> roves    a    source   of   satis- 
faction.    But   first,  last  and  al1 
the  time,  it  should  be  borne  in 
mind    that    to    sell    gas    is    the 
main   object.    Consequently  the 
greater   the    number    of    people 
reached     and     impressed,     the 
more  direct  and  certain  will  be 
results.      Like    all    other    forms 
of     advertising,     it     only    pays 
when     well     done.      Poor    work 
does    untold    harm,    but    work 
conducted  in  a  high  class  man- 
ner will  appeal  alike  to  the  un- 
trained  cook   and  the  most   in- 
telligent housewife.     The  latter 
appreciates  the  need  of  knowl 
edge  on  home  topics  and  bettor 
living,  and  this  work  should  not  be  ccnfused  with  the  common  methods 
of  baking  powder  and  cereal   advertisers. 

Though  we  all  believe  in  gas  as  an  all-year  fuel,  many  companies  are 
still  confining  their  efforts  to  enlarge  business  wholly  to  the  spring  and 
summer  seasons.' 

The  enterprising  gas  company  engages  a  competent  lecturer  and  cool:, 
for  the  correct  course  deals  with  the  demonstration  of  the  real  thing,  not 
fine-spun  theories  about  cooking.  She  uses  simple  material  and  does  no 
elaborate  cooking,  her  chief  aim  being  to  make  the  audience  believe  that 
anyone  can  do  the  same,  with  a  gas  range.  Housewives  will  have  confi- 
dence in  an  experienced  housekeeper  where  the  beginner  (though  college 
trained)  cannot  persuade.  No  more  convincing  argument  is  possible 
than  attractive,  palatable  meals,  cooked  with  a  small  amount  of  fuel  and 
apparently  little  effort.  To  the  sharp  eyes  of  the  critical  woman  even 
that  spotless  apron  looks  vrlumes.  The  successful  instructor  does  not 


244 


AMERICAN  GAS  INSTITUTE. 


talk  gas  iiicessently,  for  the  range  speaks  for  itself.  People  must  IK-  inter- 
ested first,  and  then  convinced.  A  few  words  at  the  right  time  have 
more  effect  than  continuous  and  repeated  arguments. 

It  is  wise  economy  to  secure  desirable  quarters  for  such  a  course,  and 
advertise  by  direct  invitation  to  the  home,  as  well  as  through  newspapers. 
An  attractive  room,  neat  display  of  gas  appliances,  courteous  attendants 
and  printed  recipe  slips  are  all  features  well  worthy  of  attention.  Bette- 
not  do  it  at  all,  than  poorly. 

Figures  prove  that  even  in  a  community  where  business  seems  to  have 
reached  the  limit,  the  output  may  be  greatly  increased  through  practical 


Booth  of  New  Orleans  Lighting  Co.,  Pure  Food  Show,  1906 

demonstrations,  not  so  much  in  placing  ranges  as  in  increasing  the  use 
of  same  among  old  patrons. 

It  is  not  at  all  uncommon  to  meet  women  who  have  had  gas  run. yes  Im 
years  and  yet  have  never  used  the  broiler.  This  should  be  one  of  the 
points  strongly  emphasized.  Few  cooks  realize  the  possibilities  of  the 
gas  oven,  and  lessons  on  the  "oven  dinner"  will  enlarge  its  scope  three- 
fold. The  simmering  burner  has  never  taken  its  real  place  with  the 
average  cook,  who  thinks  that  the  faster  the  cooking  the  quicker  the  com- 
pletion. To  conserve  and  develop  flavors,  in  many  articles  of  fcod,  a 
long  slow  cooking  is  required,  and  may  be  easily  accomplished  with  this 
simple  device. 

In  teaching  economy  we  are  apt  to  forget  that  it  means  a  wise  ex- 
penditure, whether  of  time,  energy  or  money,  and  we  lay  too  much  stress 


NEW  BUSINESS  METHODS.  245 

on  the  latter  at  the  expense  of  the  other  two.  The  thoughtful  woman 
will  see  the  great  advantage  in  the  cooking  which  makes  it  possible  for 
her  to  save  her  strength  and  give  more  time  to  rest,  recreation  and  en- 
joyment of  family.  Special  lessons  to  high  school  pupils  and  gas  chafing- 
dish  demonstrations  may  be  useful  in  starting  prospective  housekeepers 
in  the  right  wray.  Modern  life  knows  no  poorer  makeshift  than  the 
boarding  house,  and  the  gas  range  has  done  more  to  encourage  home 
life  than  any  one  invention  of  the  age. 

The  demonstration  plan  of  reaching  people  may  be  divided  into  three 
periods:  The  gas  company  must  reach  the  people/ the  lecturer  "hold 
'em"  and  the  solicitor  must  "follow  'em  up."  With  proper  co-opera- 
tion this  trio  can  accomplish  wronders.  Besides  actual  cooking,  the  in- 
structor should  explain  the  construction  of  the  range,  its  care  and  sim- 
plicity, how  to  regulate  the  flame  and  clean  the  burners,  the  approximate 
cost  of  gas  in  preparing  various  meals  and  how  to  read  the  meter.  With 
all  of  these  instructions  carefully  given  much  may  be  gained,  but  the 
millenium  will  not  have  arrived  until  brains  are  furnished  with  a  gas 
range. 


ALL  GAS   KITCHENS. 

MR.  IVAN  A.  HOY,  Colorado  Springs,  Colo. 

It  is  commendable,  indeed,  to  be  able  to  meet  competition  and  legiti- 
mately take  part  of  the  business  away  from  an  opposing  enterprise;  but 
it  is  much  more  commendable  if  one  can  legitimately  put  th°  other  fellow 
out  of  business  entirely. 

What  I  mean  is  that  when  we  sell  a  man  a  gas  range  nnd  «et  it  along 
side  his  coal  range,  we  are  compromising  with  the  coal  dealers.  We  are 
getting  only  a  part  of  the  business,  all  of  which  rightfully  belongs  to  us. 
The  coal  appliances  are  still  set.  There  is  coal  in  the  bins  and  therefore 
with  the  slightest  chill  in  the  weather  the  gas  range  is  left  unused  and 
the  coal  man  is  patronized. 

We  have  the  best  fuel  rn  the  market,  the  most  up-to-date  fuel,  and  if 
we  will  only  talk  to  our  customer  in  the  right  manner  we  can  get  all  his 
business  instead  of  sharing  it  with  some  one  else. 

All  this  leads  up  to  the  subject  of  our  talk,  which  is  "All  Gss 
Kitchens. ' ' 

AArrite  All  Gas  Kitchen  in  large  capital  letters  on  your  desk  blotter  hi 
front  of  you.  Think  All  Gas  Kitchen.  Dream  All  Gas  Kitchen.  Talk 
All  Gas  Kitchen. 

Burn  it,  not  only  into  your  own  gray  matter,  but  likewise  every  cus- 
tnmcr  vou  have. 


246  AMERICAN  GAS  INSTITUTE. 

Do  not  understand  that  I  believe  I  can  make  an  all  gas  kitchen  in 
every  house.  I  simply  put  it  strong  because  the  principle  applies  to  even- 
house. 

There  are  several  features  that  enter  into  the  making  of  the  best  cus- 
tomer possible  out  of  a  prospective  one,  which  might  be  enumerated  as 
follows:  1.  Being  on  the  ground  when  the  proposition  is  considered. 
2.  Kitchen  heat.  3.  Heat  for  late  spring  and  early  fall  days,  when  the 
furnace  is  not  lighted.  4.  Gas  bills. 

First,  I  believe  the  representative  should  knew  ab<  ut  and  call  on  per- 
sonally every  person  who  is  thinking  of  using  gas,  no  matter  how  insig- 
nificant the  order  may  be.  If  he  is  on  the  ground  when  the  proposition 
is  being  considered,  he  can  often  by  tactful  suggesticn  increase  the  propo- 
sition from  the  original  idea.  For  example,  if  the  customer  thought  of 
installing  a  hot  plate,  he  can  often  place  a  range  instead.  If  a  range 
was  wanted,  often  a  water  heater  can  be  placed  along  with  it.  And  now  we 
come  to  the  point  again.  If  a  customer  wants  to  install  a  range  and 
water  heater,  suggest  that  he  take  out  the  coal  range  and  thus  make 
more  room  for  the  gas  appliances. 

This  brings  us  to  the  second  feature  in  the  proposition,  that  of  kitchen 
heat  for  winter. 

If  the  house  has  no  furnace  you  will  probably  not  succeed  in  getting 
the  coal  range  out.  If  there  is  a  furnace  and  no  register  in  the  kitchen. 
one  can  be  put  in  at  very  little  expense.  Go  to  the  local  furnace  man 
and  he  will  give  you  prices  and  an  idea  how  to  estimate  the  cost  so  that 
the  representative  can  tell  at  once  what  the  expense  will  be. 

By.  following  up  new  house  prepositions,  the  kitchen  register  can  h<- 
put  into  the  original  heating  plans  with  practically  no  additional  ey- 
pense  and  you  have  a  chaance  at  your  man  before  the  coal  range  in- 
vestment is  made.  Out  of  seven  houses  under  process  of  ccnst ruction  -»t: 
my  territory  at  present  I  have  the  contracts  complete  for  all  gas  kitchens 
in  three  of  them. 

Granting  that  our  customer  has  thus  far  agreed  to  an  all  gas  kitchen 
and  the  charge  for  a  register  from  the  furnace,  we  are  up  to  the  third 
feature  to  be  considered,  namely,  that  of  heat  for  the  kitchen  on  cool 
days  in  the  spring  after  the  furnace  heat  has  been  discontinued  and  the 
early  fall  days  before  the  furnace  is  started. 

Some  companies  do  and  any  company  can  well  afford  to  put  in  a  small 
gas  heater  without  any  additional  charge.  The  heater,  hose  and  hose  cock- 
will  ccst  the  company  not  to  exceed  $1.25,  which  is  certainly  a  legitimate 
expense  in  a  case  of  this  kind. 

If  your  company  will  agree  to  do  this,  you  can  say  that  the  company 
appreciates  a  customer  of  this  kind  and  thai  tiny  will  take  care  of  him 
in  this  respect. 

These  points  settled,  the  customer  will  want  to  know  what  his  gas  bins 
will  be.  Can  he  afford  to  use  gas  exclusively  in  his  kitchen  .' 

You  can  say  yes  emphatically.  Explain  to  him  the  different  ways  a 
gas  burner  'can  be  used,  high,  efficient  and  low.  That  a  burner  turned 


\K\V  BUSINESS  METHODS. 


247 


down  to  efficient  heat  will  consume  only  about  one-half  as  much  gas  as 
when  it  burns  high,  and  that  a  low  blaze  can  often  be  used  in  place  of 
efficient. 

If  you  have   any   all  gas  kitchens  give  him  the  names  of  the   parties. 

For  my  own  wrrk  I  selected  ten  of  my  average  consumers  who  have  all 
gas  kitchens  and  took  the  monthly  bills  for  twelve  months  ending  March, 
1906.  The  average  bills  per  month  for  the  year  are  as  follows:  $6.43. 
$5.26,  $2.29,  $6.80,  $3.34,  $2.80,  $3.75,  $4.47,'  $4.45,  $2.88.  The  general 


Exhibits  in  Annual  Cooking  School  Contest,  Milwaukee  Gas  Light  Co. 

average  per  month  for  all  of  these  is  $4.24,  a  very  reasonable  amount, 
considering:  that  there  is  no  other  fule  used  in  the  kitchen;  and  yet. 
looking  at  it  from  the  company's  standpoint,  the  average  is  much  larger 
than  it  would  be  if  coal  ranges  stood  along  side  of  these  gas  ranges. 

This  man  whose  bills  run  $6.80  per  month  is  one  of  the  most  satisfied 
consumers  we  have. 

These  arguments  ought  to  be  enough  to  close  the  deal  for  an  all  gas 
kitchen,  provided  you  have,  along  with  the  arguments,  created  sufficient 
desire. 

Coal  range  abandoned.  Hot  water  question  settled.  Kitchen  heated. 
(las  bills  reasonable.  Why  shouldn't  he  have  an  all  gas  kitchen? 


248  AMERICAN  GAS  INSTITUTE. 

SCHEMES   FOR  SELLING    GAS  RANGES. 

By  MR.  FRED  C.  HAUPT. 

The  merits  of  an  elevated  oven  range  is  in  itself  undoubtedly  the  great- 
est point  of  value  to  the  salesman  in  his  efforts  to  sell  gas  ranges.  Ad- 
vertising same  in  the  daily  papers,  shewing  cuts  of  the  modern  ranges,  is 
a  great  help  to  the  representative,  and  mailing  of  pamphlets  and  other 
literature  from  time  to  time  is  also  of  great  assistance.  Keeping  the  pub- 
lic interested  in  the  article  ycu  are  placing  before  them  is  of  great  im- 
portance. 

The  offering  of  a  commission  to  the  representative  as  an  i?icentive  to 
sell  the  modern  range  is  a  very  good  feature  and  a  good  stimulant  to 
the  business  and  much  more  beneficial  for  general  results  than  giving 
of  prizes. 

Adherence  to  the  established  prices  of  ranges  should  not  be  overlooker!. 
but  it  has  been  demonstrated  that  if  an  occasional  allowance  is  made 
direct  to  the  purchaser  they  are  more  eager  to  take  advantage  of  our 
offer.  We  tried  this  method  by  inserting  a  coupon  in  one  issue  in  each 
of  the  two  daily  papers  gcod  for  $2.00  on  purchase  pi-ice  of  any  new 
modern  range  if  used  within  three  days  from  date  of  issue.  As  a  result 
more  than  50  people  took  advantage  of  these  coupons. 

The  following  scheme  has  also  been  successfully  worked,  viz.:  Ask  all 
the  church  societies  to  join  together  in  one  effort  to  sell  gas  appliances 
during  a  stated  period  of  say  two  or  three  days,  donating  for  their  ser- 
vices 10  per  cent  of  the  gross  amount  of  all  sales  made  during  this  spe- 
cial sale,  said  amount  to  be  given  to  some  charitable  institution  mutually 
agreed  upon.  Advertise  it  well  in  the  papers.  Have  each  society  ap- 
point one  or  more  delegates  to  be  present  at  the  salesroom  during  the  salo 
and  also  encourage  them  to  make  an  active  canvass  among  their  friends 
and  members  of  their  society  in  endeavor  to  make  the  sale  a  great  success. 
It  is  also  well  to  request  the  various  ministers  to  announce  the  object  of 
the  sale  the  Sunday  preceding  the  time  agreed  upon. 

Another  scheme  helping  the  sale  of  gas  ranges  which  was  a  decide*! 
success  was  a  Meter  Readng  Contest,  wherein  we  awarded  ">0  prizes  and 
a  souvenir  to  all  other  contestants  who  answered  the  readings  of  the  dials 
as  they  appeared  in  our  advertisement  of  the  preceding  Sunday.  This 
contest  has  had  a  tendency  to  establish  confidence  in  our  crmpany  and 
demonstrated  the  accuracy  of  the  meters  and  the  superiority  of  gas  over 
all  other  methods  of  cooking. 

Co-operaticn  of  all  employes,  whether  of  the  office,  fitting,  maintenance 
or  service  departments  in  noting  opportunities  and  informing  the  New 
Business  Department  will  secure  many  an  order  which  would  undoubt- 
edly otherwise  be  lost,  and  the  honorable  efforts  of  each  representative 
diligently  devoting  his  time  and  energy  to  his  particular  business  cannot 
help  but  accomplish  that  which  he  is  employed  for. 


NEW  BUSINESS  METHODS.  249 

CONNECTICUT  RAILWAY  AND  LIGHTING  COMPANY. 

South  Norwalk,  Connecticut. 

MR.   A.   V.   WAINRIGHT. 

During  the  past  two  years  we  have  had  no  cooking  demonstration  but 
employ  an  expert  demonstrator  during  May,  June,  July,  August  and 
September,  who  inspects  each  range  connected  and  gives  great  attention 
to  the  use  of  broiling  and  baking  ovens,  thus  familiarizing  consumers 
with  the  operation  of  these  parts,  which  we  find  are  usually  given  best 
attention. 

Consumers  seem  to  be  backward  in  using  the  broiler,  and  our  desire  is 
to  alleviate  this  condition,  with  the  result  that  few  .customers  do  not  pre- 
fer to  broil  rather  than  return  to  older  methods. 


ST.  PAUL  GAS  LIGHT  COMPANY. 
St.   Paul,   Minnesota. 

Effective  work  both  in  direct  results  and  in  popularizing  the  company 
was  done  at  the  Pure  Food  Show  given  by  the  Elks  in  May  at  the 
Armory. 

The  gas  company  had  a  booth  in  the  center  of  the  exhibits,  giving 
demonstrations  of  baking,  broiling,  showing  the  most  up-to-date  ranges 
and  water  heaters  in  operation,  etc.  (The  lady  demonstrators  and  rep- 
resentatives did  very  efficient  work  on  this  occasion.  Speaking  of  the 
show,  which  lasted  a  week,  the  Dispatch  says: 

"The  St.  Paul  Gas  Light  Company's  booth  occupies  the  center  of  the 
wide  drill  floor,  and  is  the  handsomest  to  be  seen  at  the  show.  It  is  pre 
sided  over  by  F.  R.  Persons,  who  is  assisted  by  a  corps  of  young  women 
in  white  caps  and  long  aprons  who  make  cake,  bake  bis2iiit  and  cook 
cereals  and  many  other  good  things." 

In  exploiting  the  use  of  a  gas  range,  special  individual  demonstrations 
were  given  by  a  lady  demonstrator  in  the  home  of  the  consumer,  where 
it  was  possible  to  give  in  each  case  better  attention  and  insure  getting 
the  best  results. 

Ten  demonstrators  were  employed,  each  a  graduate  of  an  up-to-date 
school  of-  domestic  economy,  and  each  assigned  to  a  certain  district, 
where  they  follow  up  all  new  ranges  connected,  visit  every  address  having 
a  gas  range,  and  make  special  calls  as  required. 

Following  all  ranges  set  insures  that  the  ranges  are  giving  satisfaction 

Making  a  canvass  of  the  entire  city  enables  the  consumers  to  get  the 
best  possible  results  from  their  gas  ranges,  often  resulting  in  increased 
use  of  gas  where  consumers  had  not  understood  the  proper  use  of  ovens 


250 


AMERICAN  GAS  INSTITUTE. 


-^f  • 


uM 


^  ar 


Coo*" 


At  the   CooKing  School 


nmoNRD^ONSTRATJON 

Friday,  Aug.  10 
Masonic  Ha.ll 


NEW  BUSINESS  METHODS.  25.1. 

and  broilers.     Tips  given  the  representatives  helped  in  sucuring  business. 

Following1  up  special  calls  guarantees  the  satisfactory  operation  of  the 
ranges  in  use,  and  shows  the  people  that  they  will  receive  proper  atten- 
tion when  any  information  in  regard  to  a  gas  range  is  desired. 

This  is  an  opportunity  for  the  consumers  to  receive  special,  detailed 
information  upon  questions  of  household  economy  by  a  trained  expert 
at  no  cost  whatever  to  the  people,  and  that  this  information  has  been 
appreciated  and  taken  advantage  of  is  best  shown  by  the  way  the  ladies 
have  been  received  and  the  treatment  accorded  them  by  the  people  i/i 
their  districts. 

A  special  form  letter  mailed  to  consumers  a  day  or  two  before  the  call 
of  the  demonstrator  was  of  value  as  an  introduction,  and  paved  the  way 
for  the  call ;  in  many  cases  the  consumers  had  looked  up  questions  that 
would  not  otherwise  have  come  up,  the  demonstrator  would  bake  cake  or 
biscuits,  broil  a  steak,  etc.,  and  many  ovens  and  broilers  that  would  oth- 
erwise have  remained  idle  were  put  into  active  service,  and  profitable 
business  e-stablished  for  the  company. 

By  going  into  the  homes  of  the  consumers,  the  demonstration  was 
under  actual  working  conditions,  and  the  best  results  secured. 


8AN   ANTONIO,    TEXAS. 
MR.    D.    N.    WARWICK. 

Beginning  Monday,  August  20,  we  have  taken  up  the  proposition  of 
educating  the  colored  cooks  of  San  Antonio  to  cook  with  gas.  The  way 
we  have  accomplished  this  has  been  by  calling  upon  several  of  the  pastors 
of  the  colored  churches,  and  in  this  way  getting  them  to  co-operate  with 
us  by  announcing  our  demonstration  at  their  regular  church  services. 
We  have  arranged  to  rent  the  second  floor  of  one  of  the  colored  schools 
and  to  employ  a  colored  teacher  of  domestic  science  who  is  thoroughly 
experienced  in  cooking.  These  meetings  are  conducted  by  myself  and 
one  representative.  Our  object  is  to  educate  the  colored  cooks  of  San 
Antonio  to  cook  writh  gas,  and  all  the  points  of  interest  pertaining  to  the 
gas  range  are  demonstrated  at  these  meetings.  The  most  particular 
point  of  interest  in  demonstrating  to  these  colored  individuals  is  to  im- 
press upon  them  how  to  economize  when  cooking  with  gas.  This  point 
is  impressed  very  strongly,  from  the  fact  that  the  majority  of  the  colored 
cooks  are  very  extravagant  with  gas,  and  this  has  a  tendency  to  discour- 
age those  for  whom  they  are  cooking  and  cause  them  to  use  other  fuels 
besides  gas.  They  are  shown  how  gas  is  wasted  and  how  gas  is  saved, 
how  to  broil  and  how  to  bake,  how  to  keep  a  gas  range  clean,  how  to 
operate  the  range,  how  to  wash  and 'iron  on  a  gas  range;  all  its  con- 
veniences over  other  fuels,  the  saving  in  the  health  and  strength  of  the 


252 


AMERICAN  GAS  INSTITUTE. 


J  25  Oysters 
S  2  Small  Birds 
|  6  Green  Peppers 
$  iPint-- 


Claire  Gas  LiflW      : 


BAKING  BREAD 
IS  IDEAL,  WITH  GAS 


There's  Nothing  Left  of 
The  Cooking  School 


Sheboygan  Ga./- 
Light  Company, 

{Robert  Young,  Manager. 

Phone  154.  618  N.  8th  Si 


But    pleasant    memories   and    lots  of  fine 
recipes  of  good   things,   which  the  ladies; 
have  gathered  from  day  to  day.     The 
Souvenir  Direct  Action  Gas  Range 

Was  presented  to  Miss  Tillie  Hmncncamp. 
It  has  been  a  pleasure  to  us  to  meet  our 
patrons  and  friends  at  the  school  and  we 
trust  you  have  found  both  pleasure  and 
profit  in  your  attendance. 

THE  PEOPLES  LIGHT,  HEAT  &  POWER  Co. 


$u&&asr 


NEW  BUSINESS  METHODS.  253 

ccok,  and  the  time  it  gives  her  to  accomplish  other  things  in  her  house- 
hold duties. 

From  these  colored  demonstrations  we  not  only  expect  to  derive  the 
benefit  of  educating  the  colored  cooks  to  use  gas  economically,  but  we 
also  expect  to  make  a  great  many  sales  from  the  influence  they  will  have 
upon  those  fcr  whom  they  are  cooking  where  wood  ranges  are  installed: 

The  following  is  the  program  fcr  the  first  week: 

Monday:  Demonstration  on  baking  white  bread  and  biscuit;  serving 
of  sponge  cake  and  lemonade. 

Tuesday :  Demonstration  on  toasting  bread  and  baking  powder  bis- 
cuits; serving  of  chile  and  coffee. 

Thursday :  Demonstration  en  broiling  steak  and  frying  muffins ;  serv- 
ing  r.f  muffins  and  coffee. 

Friday:  Demonstration  on  baking  ginger  cake;  serving  of  ginger  cake 
and  coffee. 


SPRINGFIELD   GAS   LIGHT   COMPANY. 

S[>riny  field,  Massachusetts. 

^ 

MR.  H.  F.  PARCHER. 

Cooking  demonstrate  ns  are  given  only  when  running  into  an  entirely 
new  territory  where  g«s  has  never  been  used.  In  a  city  like  Springfield, 
where  <>as  is  used  nearly  exclusively  for  cooking  in  all  the  newer  houses 
and  apartments,  a  public  demonstration  in  straight  gas  cookery  is  hardly 
a  prrfitable  advertising  investment. 


WATEBTOWN   GAS  AND  ELECTRIC  COMPANY. 

Watertowii,    Wisconsin. 

MR.  P.  L.  UTLEY. 

We  have  employed  a  lady  demonstrator  this  season,  who  makes  regular 
inspections  at  every  house  in  the  city.  She  inspects  the  ranges  which  are 
in  use,  adjusts  them  when  necessary,  and  reports  all  complaints  or  pros- 
pects of  new  business  at  the  office,  where  they  are  taken  care  of  in  the 
regular  way  by  other  employes.  She  also  gives  weekly  demonstrations 
of  cooking  with  gas  at  the  opera  house.  These  demonstrations  have  been 
verv  well  attended  and  we  think  they  helped  our  business  considerably. 


254 


AMERICAN  GAS  INSTITUTE. 


Cooking  Lecture,  Ossining,  N.  Y. 


NIAGARA  LIGHT,  HEAT  AND  POWER  COMPANY. 
Tonawanda,  New   York. 

MR.  L.  T.  PALMER. 

We  have  had  cooking  demonstrations  and  believe  they  are  productive 
of  good  results,  always  providing  you  have  a  first-class  demonstrator.  We 
have  sometimes  given  some  inexpensive  presents  to  our  patrons,  more  to 
promote  a  kindly  feeling  than  expecting  direct  results. 


NEW  BUSINESS  METHODS. 


Part  ^pu^tt 

^al^arooma 

^art  is>£unt 

PERHAPS  no  feature  of  progress  is  so  noticeable  to  these  who  visit 
i;as  companies  as  the  rapid  improvement  made  in  the  salesrooms 
and  offices. 

Pictures  cf  exteriors  and  interiors  by  night  and  day  in  this  section  show 
pleasing,  well  appointed  rooms,  modern  displays  and  other  indications  of 
life  of  which  there  were  few  in  the  majority  of  offices  a  generation  ago. 

It  is  not  uncommon  to  find  information  bureaus,  ladies'  rest  rooms, 
free  telephone  booths,  writing  desks  and  other  conveniences  for  the  public, 
tending  to  draw  people  on  any  pretext  to  the  salesroom. 

The  public  is  apt  to  form  its  impressions  of  the  company  from  the  ap- 
pearance of  the  salesroom. 

In  many  instances  the  lighting  of  the  company  offices  sets  the  standard 
for  lighting  stores. 

An  up-to-date  salesroom  is  one  efficient  way  of  extending  courtesy  to 
oust  i  meis  and  to  the  community  in  which  it  is  located.  It  pays. 


258 


AMERICAN  GAS  INSTITUTE. 


Day  and  night  illustrations  of  a  corner  in  Minneapolis,  Minn.     Illuminated  by  Gas  Arcs 


NEW  BUSINESS  METHODS. 


259 


BULLETINJTO    CONSUMER*, 

S53SSr^T 


Novelty   Advertising 


AMERICAN  HAS  INSTITCTK. 


Office,  Red  Wing,  (Minn.)  Gas  Light  and  Power  Co. 


XKW  BUSINESS  METROES. 


Manitowac,  (Wis.)  Gas  Co. 


Salesroom  Ogden  Gas  Co.,  Chicago,   111. 


262 


AMERICAN  HAS  IXSTITTTE. 


One  block  of  decorative  Gat  Lighting  in  the  Elk's  Carnival 
at  St.  Joseph,  Mo. 


NEW  BUSINESS  METHODS. 


263 


Salesrooms,  Boise,  Idaho 


2(54 


A.MKHICAX    (iAS    IXSTITI  "1'K. 


San  Antonia  (Texas)  Gas  and  Electric 


Madison  (Wis  )  Office,  dusk  'til  1  a.  m. 


NEW  BUSINESS  METHODS. 


263 


Minneapolis  (Mi'n.)  Gas  Light  Co. 


266 


AMERICAN  GAS  INSTITUTE. 


Office  of  Boise  (Idaho)  Gas  Light  Co.     Flag  on  roof  is  an  electric  feature  operated  by  gas 
engine  and  dynamo  installed  in  front  window  of  show  room. 


Office  Lynn  (Mass.)  Gas  and  Electric  Co. 


NEW  BUSINESS  METHODS. 


261 


Salesroom  5pm.ghi.ld,  (iviass.) 


AMERICAN  GAS  INSTITUTE. 


Orleans  (La.)  Lighting  Co. 


li 


Lebanon  (Pa.)  Gas  Co. 


NEW  BUSINESS  METHODS. 


269 


Salesrooms  Lebanon  (Pa.)  Gas  Co. 


270 


A.MKXICAX  (.IAS  INSTITUTE. 


NEW  BUSINESS  METHODS. 


271 


272 


AMERICAN  GAS  INSTITUTE. 


Salesroom  Fort  Dodge  (Iowa)  Gas  Co. 


NEW  BUSINESS  METHODS. 


273 


Showroom  Grand  Rapids  (Mich.)  Gas  Light  Company 


274 


AMERICAN  GAS  INSTITUTE. 


La  Porte  (Ind.)  Gas  Light  Co. 


NEW  BUSINESS  METHODS. 


275 


Salesroom  Binghamton  (N.  Y.)  Gas  Works 


276 


AMERICAN  GAS  INSTITUTE. 


Madison  (Wis.)  Gas  and  Electric  Co. 


NEW  BUSINESS  METHODS. 


277 


Madison  (Wis.)  Gas  and  Electric  Co. 


278 


AMERICAN  GAS  INSTITUTE. 


Salesroom  Red  Wing  (Minn.)  Gas  Light  and  Power  Co. 


NEW  BUSINESS  METHODS. 


279 


280 


AMERICAN  GAS  INSTITUTE. 


NEW  BUSINESS  METHODS. 


281 


EXAMPLES    OF 
GOOD   ADVERTISING 

PART  EIGHT 

f 

Every  advertiser  here 
has   interesting    litera- 
ture to  mail  on   appli- 
tion.     ::     Write  for  it 

^ 

284 


AMERICAN  GAS  INSTITUTE. 


THE: 


General  Gas  Light  Co. 

MANUFACTURES    LAMPS    FOR 
THE  USE  OF  GAS  EXCLUSIVELY 


It  does  not  make  goods  for  gaslome 
competitors  of  the  gas  industry. 

It  is  not  forced  to  handle  other 
lighting  supplies  to  "tide  over  dull 
seasons. n 

Its  entire  staff,  executive  and  sell- 
ing,  is  re- 
cruited from 
the  gas  fra- 
ternity. 

More  sane, 
profitable 
lighting 


methods  have  been  developed  by  it 
in  the  last  five  years  than  from  all 
other  sources. 

This  without  loading  up  the 
trade  with  worthless  or  short  lived 
experimental  stuff. 


Humphrey   Gas   Arc  Lights  Are  the 
World's  Standard 


NEW  BUSINESS  METHODS. 


285 


ESTABLISHED   1861 


A.   D.   C  R  ESS  LE  R,  PRESIDENT  INCORPORATED  1881 


Kerr  Murray  Manufacturing  Company 

ENGINEERS  AND   BUILDERS   OF 

GAS  WORKS  APPARATUS 


GAS  HOLDERS  AND  STEEL  TANKS 


PLANS  AND   ESTIMATES    ON   APPLICATION 


OFFICE  AND  FACTORY: 

CALHOUN    AND     MURRAY    STREETS 

FORT  WAYNE,  IND. 


286  AMERICAN  GAS  INSTITUTE. 


WE  ARE  THE  GOVERNOR  PEOPLE" 


Reynolds  Gas  Governors 


A   12  Inch  H.  P.   Governor 


SINGLE  AND  DOUBLE  DISTRICT  GOVERNORS. 
HOLDER  GOVERNORS.  0  INDIVIDUAL  HIGH 
PRESSURE  SERVICE  GOVERNORS.  0  FLUCTU- 
ATING LOW  PRESSURE  SERVICE  GOVERNORS. 


We  can  furnish  you  Governors  for  reducing 
and  controlling  any  pressure.  Write  fcr 
catalogue.  Tell  us  what  you  need-  .  .  . 


JOHNSON  REYNOLDS  COMPANY 

ANDERSON,  INDIANA,  U.  S.  A. 


NEW  BUSINESS  METHODS.  287 

BARTLETT,  HAYWARD  &  CO. 

BALTIMORE,  MD. 


DESIGNERS  AND  BUILDERS  OF  COAL  AND 


WATER  GAS  WORKS 


C|  Specially  designed   Retort  Houses  for  benches  with  Hori- 
zontal and  Inclined  Retorts. 

Benches  with  Horizontal  and  Inclined  Retorts  of  the  most 
modern  types. 

Structural  work  for  Gas  Works. 
Coal  and  Coke  handling  plants. 
De  Brouwer  Hot  Coke  Conveyors. 

De  Brouwer  charging  and  discharging  machines  for  Hori- 
zontal Retorts. 

Special  apparatus  for  coal  gas  condensing  plants. 
All  cast  iron  condensers  with  horizontal  water  tubes. 
Exhausters. 
Tar  Extractors. 
Napthalene  and  Cyanogen  washers. 

(System— Dr.  J.  Bueb,  Dessau,  Germany.) 
Standard  Washer  Scrubbers. 
Purifiers— Wet  and  dry  Lute  System. 
Jiiger  System  of  Purification. 
Station  Meters  and  Governors. 
Gas  Holders  of  all  sizes. 


OFFICES 

Continental  Trust  Building  No.  100  Broadway 

Baltimore,  Md.  New  York  City 

WORKS 
Scott  and  McHenry  Sis  ,  Baltimore,  Md. 

GENERAL  WESTERN  AGENTS 
Lloyd  Construction  Co.,  Detroit,  Michigan 

Plans,  Specifications  and  Estimates  nvill  be  furnished  on  Application. 


288  AMERICAN  GAS  INSTITUTE. 


POWER 
RELIABLE 


THAT 

=  IS 


IS     SECURED     BY 

Our   Producer 
Gas    System 

THE  TROUBLES  OF  THE 

Gas  ELngine 

Disappear  when  our  Hydrogen — 
Free   Producer  Gas   is  employed. 

0  Write  us  for  Interesting  Particulars  0 


Combustion  Utilities  Co. 

COMBUSTION    ENGINEERS 

60  Wall  Street  New  YorK  City 


NEW  BUSINESS  METHODS.  289 


Parker  Russell  Mining  and  Mfg.  Go. 

ST.  LOUIS,  MO. 

ST.  Louis  OFFICE,  NEW  YORK  OFFICE, 

417  PINE  STREET.  45  BROADWAY. 


GAS  RETORT  BENCHES, 
STOKING  MACHINERY, 
STAND  PIPE  CLEANER  and 
STRAIGHT  STAND  PIPE  SYSTEM. 


We  manufacture  FIRE  CLAY,  GAS  RE- 
TORTS and  other  fire  clay  goods. 

We  erect  GAS  RETORT  BENCHES  with 
Horizontal  retorts  having  closed  ends  up  to  101 
in  length,  or  Through  retorts  up  to  201  in  length. 

Also  SLOPERS  on  improved  lines  for  In- 
clined Retort. 

We  make  a  specialty  of  WATER  GAS 
BLOCKS. 

Sole  agents  for  U.  S.  and  Canada  for  the  Fiddes-Aldridge 
Simultaneous  Discharger-Charger.  The  "F.  A."  or  "One 
Stroke"  Machine.  Cost  of  Carbonizing  reduced  to  minimum. 
No  Dust.  Silent.  No  waste  of  coal.  No  injury  to  Retorts. 

Agents  for  the  sale  of  the  Stand  Pipe  Cleaner  and  Straight 
Stand  Pipe  System  of  the  United  Gas  Improvement  Co. 

We  also  build  Retort  Houses,  Coal  and  Coke  Conveying 
Machinery.  Plans,  specifications  and  estimates  cheerfully 
furnished. 

CORRESPONDENCE  SOLICITED. 

ALL    CONTRACTS    MADE    AS    OF    ST.  LOUIS. 


290  AMERICAN  GAS  INSTITUTE. 


(&&B  iEttgitwrirtg  (En, 


FRANK  0.  MOSES,  Pres. 


<J  ENGINEERS   AND   MANUFACTURERS 
OF      COMPLETE      GAS      WORKS 

<J  NON-PAYING     GAS    WORKS     PLACED 
UPON      PROFITABLE      BASIS. 


UTILIZE  YOUR  GAS  LIQUOR 

No  extra  labor  or  operating 
expenses   {or   small    works. 


IMPROVED  AMMONIA  CONCENTRATOR 


About  120  now  in  use. 
Write  to 


STROH  &  OSIUS,  Patentees,  or 
MICHIGAN  AMMONIA  WORKS,  Detroit,  Mich. 


NEW  BUSINESS  METHODS.  291 


HENRY  L.  DOHERTY 

COMPANY  I  

* 

BANKERS 

Purchasers  and  Op- 
erators of  Gas  and 
Electric  Properties 

* 

i  i 

Sixty  Wall  Street,  New  York,  N.  Y. 

292  AMERICAN  GAS  INSTITUTE. 


Nathaniel  Tufts  Meter  Company 

455   Commercial  St.,  BOSTON,  MASS. 


Manufacturers  of 


Dry  Gas   Meters,  Station  Meters 
of  any    Capacity.      Experimental 

Apparatus.      Meter    Repairing  of 
all  Descriptions.  ^^^^^^^^ 


POSITIVE    PRE-PAYMENT    GAS    METERS 


Do  You  Know 


THAT  Lead  Pipe  Joints  can  be  made  without 

fires,  melting  pots,  rubber  snakes,  etc. 
THAT  it  is  possible  to  calk  every  ounce  of 

lead  instead  of  only  the  front  of  the  joint. 
THAT  such  a  joint  can  be  made  up    under 

water  in  wet  grounds,  etc. 
THAT  such  a  joint   never  will  leak  even  if 

the  pipe  bends  or  settles. 

All  by  Using  Lead  Wool? 

IF  NOT,  drop  us  a  line    and  we   shall   take 
pleasure    in    telling    you    more    about    it. 

New  York  Lead  Wool  Co. 

93  Nassau  Sireet  :  :  New  York  City 


NEW  BUSINESS  METHODS. 


293 


Eclipse  Gas  Appliances 


RANGES,  WATER  HEATERS,  BAKE 
OVENS,  RESTAURANT  STOVES,  ETC. 

THE  LARGEST  AND  MOST  COMPLETE  LINE  OF 
GAS  COOKING  APPLIANCES  MADE  BY  ANY  ONE 
COMPANY 


^f  We  are  not  manufacturing  gas  ranges 
as  a  side  line.  We  make  gas  ranges 
exclusively  —  devote  our  entire  energies 
to  this  one  specialty. 

That's  why  we  are  able  to  produce 
the  handsomest,  most  serviceable  and 
thoroughly  efficient  gas  range  that  can 
be  made. 

And  because  we  make  them  in  such 
large  quantities,  we  are  able  to  sell  at 
moderate  prices.  Reasonable,  isn't  it? 

The  ECLIPSE  is  the  ideal  range  for 
Gas  Companies  to  handle. 

We  do  not  make  an  ECLIPSE  stove 
to  use  any  other  fuel  than  gas. 

We  make  our  appliances  to  suit  the 
consumers,  when  sold  the  consumer  must 
be  satisfied,  or  we  want  the  stove  back. 


_l     THAT'S    OUR    GUARANTEE     l_ 

WHY  NOT  ASK  US  TO  SEND  YOU  A  SAMPLE 
RANGE  FOR  INSPECTION.  WE'LL  BE  GLAD 
TO  DO  IT  AND  PAY  THE  FREIGHT,  TOO. 


Eclipse  Gas  Stove  Company 


ROCKFORD,   ILLINOIS 


294 


AMERICAN  GAS  INSTITUTE. 


KEYSTONE  METER  CO. 

ROYERSFORD,   PENNSYLVANIA 

M 
E 
T 
E 
R 
S 

FOR  ARTIFICIAL  and  NATURAL  GASES 
FOR  ACETYLENE    -:-        -:-        -:-        -:- 
WITH  PREPAYMENT  ATTACHMENTS 
WITH  STRAIGHT  READING  INDEXES 

REPAIRED  and  RETURNED  in  10  DAYS 
with  DATED  BADGE,  or  CHANGED  into 
PREPAYMENTS        -:-         -:-        -:-         -:- 

STATION  METERS,  METER  PROVERS 

Prompt  and  Satisfactory  Service 

Eglinton,  Hammond  &  Andrews 

Number   6O    Wall   Street 
New  York 


Dealers  in  Gas,  Electric  and 
Street  Railway  SecuriNes, 
especially  of  the  Companies 
organized  and  operated  bij 


Emerson  McMillin  &  Henry  L.  Doherty 

Correspondence  Invited 


NLW  BUSINESS  METHODS. 


295 


Detroit  Jewel  Gas  Ranges 


Detroit  Jewel  low  oven  gas  ranges  are 
made  in  over  1OO  styles  and  sizes. 


THE  BEST  ADVERTISED 
GAS  RANGES  ON  THE 
MARKET  TODAY.  . 


We  not  only  make  the 
best  gas  ranges  that  money 
can  buy,  but  we  also  let 
the  public  know  their  su- 
perior features  by  extensive 
and  effective  advertising. 

Every  gas  man  knows 
that  these  are  the  features 
to  consider  in  selecting  a 
line  of  gas  ranges  if  the 
greatest  number  of  sales 
are  desired. 


Why  not  sell  a  high  grade  line  of  gas  ranges 
that    sell    easily    and     give     satisfaction? 


If  you  want  such  a  line, 
buy  Detroit  Jewels.  We 
offer  you  the  largest  num- 
ber of  styles  and  sizes  from 
which  to  make  a  selection, 
and  in  addition  to  our  ex- 
tensive advertising,we  fur- 
nish our  customers  a  large 
variety  of  "  Selling  Helps" 
to  make  it  easy  to  land 
Detroit  Jewel  Gas  Range 
sales  and  promote  interest 
in  gas  fuel. 

Write  for  samples  of  our 
"  Selling  Helps"  and  cata- 
log which  illustrates  and 
fully  describes  our  big  line. 
Don't  neglect.  Do  it  now. 


Detroit  Jewel  Cabinet  Range 
Something  new  and  a  big  seller 


Detroit  Stove  Works 


DETROIT 


THE  LARGEST  STOVE  PUNT  IN  THE  WORLD 


CHICAGO 


296 


AMERICAN  GAS  INSTITUTE. 


COO/fWITH 


DO   YOU 

WANT  TO      ^^  ^   , 

SELL  MORE  GAS    / 

This  Year  Than  You  Did  Last?      ' 


Then  why  not 
display  our  flag 
on  every  service 
you  run  and 
extension  of 
mains  you  make 


You  won't  be  disappointed.    Write  Today. 
A  trial  order  will  convince  you. 


Your  cjty 
people  will 
talk  your 
business 
for  you. 


ITS    A\  DANGER  SIGNAL,   BUT 

It's  a  Better  NEW\  BUSINESS  GETTER 


THAN  ANYTHING  YOU  HAVE  TRIED 


ST.  LOUIS  FLAG  SIGN  COMPANY  sS,,ir,',s 


Sole  Manufacturers  of  the  St.  Louis  Flag  Sign 


The "RUUD" 
Automatic 
Water  Heater 

Possesses  unusual  points 
of  MERIT  that  should  ap= 
peal  to  every  progressive 
gas  man.  :  :  :  : 


During  ten  months  of  1906 
gas  companies  have  sold 
or  helped  to  sell  over  1000 
"Ruuds."  If  the  usage  of 
"Ruuds"  increases  their 
gas  consumption  and 
at  the  same  time  pleases 
their  patrons,  why  isn't 
it  a  good  proposition 
for  you  also  ?  30,000  now 
in  use.  :  :  :  : 


RUUD  MFG.  GO, 

PITTSBURG,   PA. 


NEW  BUSINESS  METHODS.  297 

The  Phoenix  Glass  Co. 

Manufacturers  of 

Electric  and  Gas  Globes, 
Shades,  etc. 

In  Etched,  Rich  Cut  and  Decorated 


Glassware 

For  all  Lighting  Systems,  Our  Specialty 

Combining  quality,  excellence  and  in 

thorough  harmony  with  prevaling 

designs  of  lighting  fixtures 


No.  15  Catalogue.     Gas  and  Electric. 

No.  16  Catalogue.     Electric  Only. 

No.  17  Catalogue.     Incandescent  and  Inverted  Gas. 

CATALOGUES  UPON  REQUEST. 


The  Phoenix  Glass  Co 

NEW  YORK  PITTSBURG  CHICAGO 


298 


AMERICAN  GAS  INSTITUTE. 


, 

m$& 


THE  GAS  MACHINERY 
COMPANY 

CLEVELAND,  OHIO 


XKW  BUSINESS  METHODS. 


299 


ROOTS1  EXHAUSTERS 

'NUF  CED" 


P.  H.  &  F.  M.  ROOTS  CO. 


HOME  OFFICE,  CONNERSVILLE,  IND. 


CHICAGO  OFFICE  NEW  YORK  OFFICE 

1547  MARQUETTE  BLDG.  12O-22  LIBERTY  STREET 


300 


AMERICAN  GAS  INSTITUTE. 


Regular  Coupling,  Style  I.  for  Plain  End 
Wrought  Iron  Pipe 


Coupling,  Style  9,  for  Special  Style 
Cast  Iron  Pipe 


S.  R.  DRESSER  MFG.  COMPANY 

BRADFORD,  PA. 

Successors  to  S.  R.  DRESSER,  Patentee  and  Manufacturer  of 

SPECIALTIES  FOR  GAS  AND  WATER  LINES 

Pipe  Couplings,  Sleeves,  Clamps,  Crosses,  Tees  and  Ells 
for  either  wrought  or  Cast  Iron  Pipe 


Clamp,  Style  4,  for  Repairing  Leaks  on  Screw  Collar 


for  New 


Catalogue 


Clamp,  Style  4%,  for  Repairing 

Leaky  Lead  or  Cement  Joints 

in  Cast  Iron  Pipe 


HALFTONES 

,/      ZINC  ETCHINGS    xv 

/WOOD  ENGRAVINGS  V 

THREE  COLOR  WORK 

ELECTROTYPES 
COPPER  PLATE.  ENGRAVING 

STEEL  DIIL  STAMPING.  AND  PRINTING 

PRICES  POSITIVELY  THE  LOW tST 


ENGRAVING  &PPINTING  CO.     || 
MILWAUKEE,  WISCONSIN,     i1 


BUSINESS  METHODS. 


301 


CHEAPER  THAN  PINS 

"Clinch  Clips,"  the  quickest,  cheapest  and  best  Clip  on  the  market.  250,  10 
cents  postpaid;  1000,  30  cents  postpaid;  5000,  $1.25  postpaid;  25,000,  15  cents  per  1000 
F.  O.  B.  Buffalo;  100,000  or  more  12M>  cents  per  1000  F.  O.  B.  Buffalo.  Always  in  stock. 


THE  AMERICAN  EMBOSSING  CO. 

Buffalo.  N.  Y. 


The 
Clinch 
Clip     3d  Floor  Seneca  Building 


Quill   Pen   Announcements 

Will  hardly  carry  the  idea  of  up-to-date   method  <  and   high   quality 
goods  any  more  than  rags  convey  the  impression  of  wealth. 

Those  around  you  judge  you  by  appearances.  The  prospect  a 
thousand  miles  away  knows  you  only  through  your  correspondence. 
Does  the  latter  form  as  good  an  opinion  from  your  letterhead  as  the 
former  does  through  personal  contact. 


has  a  dignity  and  quality  —  carries  a  prestige  utterly  lacking  in  the  printed  letter- 
head. And  the  extra  business  that  such  a  letterhead  brings  far  more  than  eats  up 
the  slight  additional  cost. 

To  those  who  appreciate  the  trade  winning  qualities  of  such  a  letterhead  — 
those  who  want  stationery  that  realy  represents  their  character,  their  methods,  their 
goods,  themselves,  we  will  gladly  send  ample  proof  of  our  ability  to  meet  exacting 
requirements.  This  proof  comes  in  the  form  of  an  elegant  sample  book  which  not 
only  contains  a  hundred  or  more  samples  of  our  work,  but  arranges  an  estimate  of 
prices  in  such  a  way  that  you  can  almost  figure  to  a  cent  the  cost  of  your  letter- 
head complete. 


THE  AMERICAN  EMBOSSING  CO. 


3d  Floor,  Seneca  Building 


Buffalo,  N.  Y. 


302 


AMERICAN  GAS  INSTITUTE. 


Mueller  Gas  Works  Goods 

Some  goods  simply  fill  a  place  in  a  trade  or  business  system.  Others,  by  reason 
of  more  pains  and  better  judgment  in  manufacture,  fill  the  same  place  WELL. 

Mueller  Plumbing  Goods  have  the  quality  of  material  that  prevents  break- 
age under  strain,  the  mechanical  properties  that  prevent  friction  and  wear,  the 
features  of  design  that  provide  convenience  and  make  them  easy  to  use. 

They  have  the  care  and  knowledge  in  manufacture  that  permit  them  to  fill 
their  place  BETTER  than  ordinary  goods. 


No.  17  Mueller  Swivel 
Tapping  Machine 


Tee  Head  Service  Cock 


C  1006 

Mueller  Gas  Tapping  Machines  are  made  in  11 
patterns,  for  various  classes  of  work.  The 
machine  illustrated  is  made  for  large  taps  and 
heavy  duty.  Having  the  swivel  it  can  be 
used  in  any  position,  and  the  extension  han- 
dle gives  an  increased  leverage  when  needed. 
Taps  from  %  to  3  inches. 


C  12O1 

Mueller  Gas  Cocks  are  made  in  more  than  360 
styles,  affording  an  assortment  that  should 
meet  the  requirements  of  any  gas  plant.  They 
are  made  of  good  material,  have  firm  bodies 
and  perfect  pipe  ends  and  are  permanently 
gas  light.  Each  cock  is  careiully  inspected 
and  given  a  hydraulic  working  test. 


Sweated  Joint  Meter  Connections 


Mueller  Gas  Meter  Connections  are  made  in  Sweated,  Cup  and  Wiped  Joints  and  in  more  than 
16uO  sizes  and  (specifications,  making  an  almost  endless  variety  irom  which  to  select.  The 
pipe  and  fittings  are  tested  and  the  connections  are  firm,  durable  and  thoroughly  gas  tight. 

we  also  make  Drilling  Machines,  Service  Clangs  and  special  cocks  for  high  pressure  work. 
Write  tor  catalogue. 

ALL   MUELLER   GOODS    BEAR  THE    MUELLER   TRADE    MARK    AND   ARE 
UNCONDITIONALLY   GUARANTEED. 

H.  MUELLER  MFG.  CO. 


Work,  and  Cer.er?!  Cftces 

DECATUR,  ILL.,  U.  S,  A 

'Vest  Cerro  Gcr  '•>  St 


NEWYORK,N.Y.,U.S.A. 

254  Canal  St.,  Cor.  Lafayette 


NEW  BUSINESS  METHODS. 


303 


WATER  HEATERS 


OF   EVERY   KIND 


This  is 
No.  6 
Price 
$2Q.OO 


THE  BEST  IN  THE  WORLD 

— ARE  THE  — 

Humphrey 
Crescents 

CONSTANTLY  IMPROVED 
ARE  EQUALED  BY  NONE 

PRICES  LOWEST 
ABSOLUTELY    GUARANTEED 


FOR  BATH  ROOMS  THERE  ARE  THE  FOLLOWING  SIZES : 


No.  Heater 

Price 

Gas  Supply 
from  Meter 

Heats  Gals,  per 
Min.  50°  in 
Temperature 

Height 

Diamet'r 

Shipping 
Weight 

Non-Contact  2 

Non-Contact  10  Showers 

$40.00 
62.00 
34  00 

%-inch 
54-inch 

2>| 

34%  ins. 
34%  ins. 

12  ins. 
12  ins. 
lOj^ins 

70  pounds 
85  pounds 

29.00 
23.50 

jl-inch 

3 
2^ 

W%  ins. 
28^  ins. 

12  ins. 
logins. 

60  pounds 
48  pounds 

Our  Automatic  Water  Heaters  for  supplying  hot  water  to  all  parts 
of  a  building  have  a  thermostatically  controlled  automatic  valve. 


No. 
Heater 

Price 

Gas  Supply 
from  Meter 

Heats  Gals,  per 
Min.  50°  in 
Temperature 

Height 

Diameter 

ed  per  Min. 

Shipping 
Weight 

4-A 

3-A 

$95.00 
80.00 

1-inch 
1-inch 

4^ 

3 

45  inches 
40  ii,ches 

16  inches 
14  inches 

4%  cu.  ft. 
3  cu.  ft. 

325  Ibs. 
300  Ibs. 

Let  Us  Tell  You  About  the  HUMPHREY  OVAL.     Handsomely  Illus- 
trated Complete  Catalogue  Free. 


HUMPHREY  COMPANY 


725  N.  Rose  Street 


Kalamazoo,  Michigan 


304 


AMERICAN  GAS  INSTITUTE. 


Any  size  gas  main 
can  be  shut  off  in 
half  a  minute  with  a 


Safety   Gas   Main 
Stopper   Company 

552  East  135  St.,  New  York  City 


NEW  BrsiNKss  MKTHOCS. 


R.  D.  WOOD  &  CO. 


GAS    HOLDERS 


rr=  GAS  WORKS  ENGINEERS 


PHILADELPHIA,        PENNSYLVANIA 


306 


AMERICAN  GAS  INSTITUTE. 


Te/egranjs  —"PRECISION   LONDON' 
Telephone  -   p 0.120?  VICTORIA 


MANAGING  DIRECTOR 
JOHN  FSlMMANCE  M.I.M.E    AMICE 


CONTENTS  OF  CATALOGUES, 

COMPRISING 
SIMMANCE  *  ABADY'S  INVENTIONS. 

Section  1.    Pages  1  to  62. 
Laboratory      Photometers. 
Electric  Testing 
Gas  Testing 
Street 
Technical 

Patent  "  Flicker  "       „ 
Pentane  Standards  of  Light. 
Electric 

Test  Gas  Burners. 
Carpenter's  "  No.  2  Met"  Burner. 
Electric  Resistance  Sets. 

Lamp  Spinners,  8cc. 
Voltmeters  &  Ammeters. 


Section  2.    Pages  63  to  126. 
Minute  Clocks. 

Balance  &  Service  Governors. 
Test  Meters  &  Measures. 
Gasholders. 

Dial  &  Tube  Gas  Gauges. 
Gas  Pressure  Recorders. 
Steam  Gauges  &  Recorders. 
Draught    „ 
CO,  Automatic 
Differential  Indicators. 
„          Recorders. 
Gas,  Coal  &  Oil  Calorimeters. 
"Boys" 

Coal  Testing  Plant. 
Indicating  &  Recording  Pyrometers. 
Thermometers. 


OFFICES  —  I.WESTMINSTER    PALACE  GARDENS. 
ARTILLERY  Row 

VICTORIA  STREET,  j.  w.    August   06,  19 

WORKS  —  EARL  STREET  &    PACE  STREET 


Thermometers  &  Pyrometers. 
Gas  Analysis  Apparatus. 
Chemical  Balances  k  Weights. 
Chemical  &  Laboratory  Apparatus. 
Chemicals  &  Standard  Solutions. 

Section  4. 

Patent  "  Flash  "  Torch  &  Tap. 
Street  Lighting  Apparatus. 
Governors. 
Steatite  Insulators. 
New  Patent  Radiators. 


Han. — There  is  a  comprehensive  Index 
with  each  Section. 


WESTMINSTER 


Dear  Sir, 

In  the  margin  we  give  a  synopsis  of 
our  new  Catalogue  now  posted  to  you,  and,  as 
full  instructions  for  the  use  of  most  of  the 
Apparatus  are  included,  we  trust  you  will 
find  it  useful  for  reference,  and  as  a  basis 
for  your  kind  enquiries. 

Any  item  in  the  list  can  always  be 
seen  at  our  Showroom  by  appointment  or  a 
technical  representative  will  give  you  a  call. 

Yours  faithfully, 
ALEXANDER  WRIGHT  &  CO  LTD. 

P.S.   If  you  are  users  of  fuel,  the  Simmance- 
Abady  latest  patent  -  the  new  automatic 
COMBUSTION  RECORDER  -  will  save  you  from  10# 
to  50$  on  your  fuel  bill. 

May  we  send  you  particulars  of  this? 


NEW  BUSINESS  METHODS.  307 


STEWARD   BURNERS 

Are  the  best  open-flame  burners  in  the  world. 
They  give  the  highest  Candle-Power  possible  to 
obtain  in  an  open-flame.  They  are  most  durable 
and  economical.  Now  used  and  recommended 
by  the  leading  gas  companies  of  the  world. 
Packed  one-half  gross  in  a  box. 


THE  STEWARD  BRAND 

Lava  Tips  are  made  from  the  very  best  quality  of 
material.  The  most  expert  labor  is  employed  and 
each  tip  is  carefully  tested  and  inspected.  144  perfect  tips 
are  guaranteed  in  every  box.  These  are  the  best  Lava 
Tips  in  the  world.  Packed  144  perfect  tips  in  a  box. 


LAVITE  CENTER-  SUPPORTS 

For  Incandescent  Burners. 

LAVITE  HOLLOW  STEMS 

For  proctecting  side  wires  of  mantles. 

D.   M.    STEWARD    MFG.  CO. 

ESTABLISHED    1B7B 

Chattanooga,  Tennessee,  U.  S.  A, 

MEW  YORK  CITY  TORONTO,  CANADA 

47  Murray,  Street  IS  1  King  Street  West 


AMERICAN  (i.\s  INSTITUTE. 


EXTRA    COPIES 

NEW  BUSINESS  METHODS 

REPORT  TO  THE  AMERICAN  GAS  INSTITUTE 

and 

NEW  BUSINESS  METHODS 

REPORT  to  the  OHIO  GAS  LIGHT  ASSOCIATION 


Every  New  Business  man 

should   own    these   works 


Office  Edition  of  either  sent  post 
paid,          .          .     $5.00  each 

The  two  together  for  .    $9.00 


Cantwell  Printing  Co., 

PUBLISHERS. 

MADISON,    WISCONSIN 


UNIVERSITY  of  CALIFORNIA 

AT 

LOS  ANGELES 
LIBRARY 


I 


